Lewis Ioni M, Watson Barry, White Katherine M, Tay Richard
Centre for Accident Research and Road Safety, Queensland University of Technology, Brisbane, Australia.
Qual Health Res. 2007 Jan;17(1):61-74. doi: 10.1177/1049732306296395.
Road traffic injury is one of the most significant global public health issues of the 21st century. The extent to which negative, fear-evoking messages represent effective persuasive strategies remains a contentious public and empirical issue. Nevertheless, negative, fear-based appeals represent a frequently used approach in Australasian road safety advertising. The authors conducted a series of focus groups with 16 licensed drivers to explore the potential utility of appeals to emotions other than fear. More specifically, they sought to explore the utility of positive emotional appeals, such as those incorporating humor. The themes emerging from the qualitative analysis suggested that both emotion and the provision of strategies are key components contributing to the overall persuasiveness of a road safety advertisement. Overall, it appears there is support for researchers and health advertising practitioners to provide further attention to the role that positive emotional appeals might play in future campaigns.
道路交通事故是21世纪全球最重大的公共卫生问题之一。负面的、引发恐惧的信息在多大程度上是有效的说服策略，仍然是一个有争议的公众问题和实证问题。然而，基于恐惧的负面诉求是澳大利亚道路安全广告中常用的一种方法。作者与16名持证司机进行了一系列焦点小组讨论，以探讨除恐惧之外的情感诉求的潜在效用。更具体地说，他们试图探讨积极情感诉求的效用，比如那些包含幽默元素的诉求。定性分析中出现的主题表明，情感和策略的提供都是提高道路安全广告整体说服力的关键因素。总体而言，研究人员和健康广告从业者似乎有必要进一步关注积极情感诉求在未来宣传活动中可能发挥的作用。
