Algie Jennifer, Rossiter John R
University of Wollongong, New South Wales, Australia.
J Prev Interv Community. 2010;38(4):264-79. doi: 10.1080/10852352.2010.509019.
This research studies fear patterns within fear appeal anti-speeding television commercials. A pattern of fear is the sequence of fear arousal and fear reduction, if any, that is felt by the viewing audience when exposed to a fear appeal advertisement. Many road safety advertisers use fear appeals, such as "shock" advertising, that result in fear arousal, leaving the viewer feeling extremely tense. The moment-to-moment reactions of young drivers to 12 road safety commercials are gauged using a dynamic, temporal measure of fear. The fear patterns generated from each ad are analyzed and a new perspective on creating fear appeal road safety advertisements, with an emphasis on fear-relief, fear-partial relief, and fear-only patterns, is discussed.
本研究探讨了恐惧诉求类反超速电视广告中的恐惧模式。恐惧模式是指观众在接触恐惧诉求广告时所感受到的恐惧唤起和恐惧减轻（若有）的序列。许多道路安全广告商采用恐惧诉求，比如“震撼”广告，这类广告会引发恐惧唤起，让观众感到极度紧张。本研究采用一种动态的、基于时间的恐惧测量方法，来评估年轻驾驶员对12条道路安全广告的即时反应。分析每条广告所产生的恐惧模式，并讨论了一种关于创作恐惧诉求道路安全广告的新视角，重点关注恐惧缓解、部分恐惧缓解和仅恐惧模式。
