Communications and New Media, Faculty of Arts and Social Sciences, National University of Singapore, Block AS6 Level 3, 11 Computing Link, Singapore 117589, Singapore.
J Health Commun. 2010 Jan;15(1):55-75. doi: 10.1080/10810730903460542.
This study examines the ethical dimensions of public health communication, with a focus on antismoking public service announcements (PSAs). The content analysis of 826 television ads from the U.S. Centers for Disease Control and Prevention's (CDC) Media Campaign Resource Center is an empirical testing of Baker and Martinson's (2001) TARES Test that directly examines persuasive messages for truthfulness, authenticity, respect, equity, and social responsibility. In general, the antismoking ads score highly on ethicality. There are significant relationships between ethicality and message attributes (thematic frame, emotion appeal, source, and target audience). Ads that portrayed smoking as damaging to health and socially unacceptable score lower in ethicality than ads that focus on tobacco industry manipulation, addiction, dangers of secondhand smoke, and cessation. Emotion appeals of anger and sadness are associated with higher ethicality than shame and humor appeals. Ads targeting teen/youth audiences score lower on ethicality than ads targeting adult and general audiences. There are significant differences in ethicality based on source; ads produced by the CDC rate higher in ethicality than other sources. Theoretical implications and practical recommendations are discussed.
本研究考察了公共卫生传播的伦理维度，重点关注反吸烟公益广告（PSA）。对美国疾病控制与预防中心（CDC）媒体运动资源中心的 826 个电视广告进行的内容分析，是对 Baker 和 Martinson（2001）的 TARES 测试的实证检验，该测试直接检验了有说服力的信息的真实性、真实性、尊重、公平和社会责任。总的来说，反吸烟广告在道德方面得分很高。道德性与信息属性（主题框架、情感诉求、来源和目标受众）之间存在显著关系。将吸烟描述为对健康有害且社会不可接受的广告在道德性方面的得分低于关注烟草行业操纵、成瘾、二手烟危害和戒烟的广告。愤怒和悲伤的情感诉求与更高的道德性相关，而羞耻和幽默的诉求则不然。针对青少年/青年受众的广告在道德性方面的得分低于针对成年和普通受众的广告。基于来源的道德性存在显著差异；CDC 制作的广告在道德性方面的得分高于其他来源。讨论了理论意义和实际建议。
