Jung Wan S, Villegas Jorge
College of Journalism and Communications, University of Florida, Gainesville, FL 32611, USA.
Health Mark Q. 2011 Jul-Sep;28(3):219-31. doi: 10.1080/07359683.2011.595641.
Anti-smoking Public Service Announcements (PSAs) typically emphasize the negative consequences of failing to quit smoking (negative frame), as opposed to emphasizing the benefits of quitting (positive frame). However, stressing the benefits of quitting sometimes produces better communication outcomes. Previous research on message framing has tried to identify factors affecting the impact of positive framing and negative framing. Data were collected on 188 undergraduates attending a southeastern university in the United States who were assigned randomly to view either positive or negative messages. Our study found that involvement and nicotine dependence moderated the impact of framed smoking-cessation messages on attitude toward the ad.
反吸烟公益广告（PSAs）通常强调未能戒烟的负面后果（负面框架），而不是强调戒烟的益处（正面框架）。然而，强调戒烟的益处有时会产生更好的传播效果。以往关于信息框架的研究试图确定影响正面框架和负面框架效果的因素。我们收集了188名就读于美国东南部一所大学的本科生的数据，他们被随机分配观看正面或负面信息。我们的研究发现，参与度和尼古丁依赖会调节框架式戒烟信息对广告态度的影响。
