Durkin Sarah, Wakefield Melanie
Centre for Behavioural Research in Cancer, The Cancer Council Victoria, Melbourne, Victoria, Australia.
J Health Commun. 2008 Oct-Nov;13(7):667-80. doi: 10.1080/10810730802412248.
It is thought that "transportation"--absorption into the narrative flow of a story--may play a role in influencing resistance to persuasion. We hypothesized that advertising that disrupts the experience of narrative transportation may be adversely appraised by audiences. This study aimed to explore the influence of two types of television programs: narratives (dramas, comedies, and soap operas) versus nonnarratives (light entertainment, sports, documentaries, and news), on smokers' reactions to antismoking advertisements. In preexposure interviews, daily smokers (n = 779) were asked to watch a particular television program they usually watched. Postexposure interviews were conducted within 3 days of exposure. Results indicated that placing an antismoking ad within a program in which the viewer is focused on the narrative flow of a story may lead to reduced immediate cognitive and emotional impact of the ad and reduced intentions to quit, especially among those for whom the ad is most relevant, such as those preparing to quit smoking. Placing antismoking advertising in light entertainment, sports, documentaries, and news programs may make scarce public health dollars go further.
人们认为，“沉浸感”——融入故事的叙事流程——可能在影响说服抗性方面发挥作用。我们假设，干扰叙事沉浸体验的广告可能会受到观众的负面评价。本研究旨在探讨两种类型的电视节目：叙事类节目（剧情片、喜剧和肥皂剧）与非叙事类节目（轻松娱乐节目、体育节目、纪录片和新闻）对吸烟者对抗吸烟广告反应的影响。在预暴露访谈中，每日吸烟者（n = 779）被要求观看他们通常观看的特定电视节目。在暴露后的3天内进行了暴露后访谈。结果表明，在观众专注于故事叙事流程的节目中投放反吸烟广告，可能会降低广告的即时认知和情感影响，并降低戒烟意愿，尤其是对于那些与广告最相关的人，比如那些准备戒烟的人。将反吸烟广告投放在轻松娱乐节目、体育节目、纪录片和新闻节目中，可能会让稀缺的公共卫生资金发挥更大作用。
