Meng Juan, Bissell Kim L, Pan Po-Lin
a Department of Advertising & Public Relations , University of Georgia , Athens , Georgia.
b Department of Journalism , University of Alabama , Tuscaloosa , Alabama.
Health Mark Q. 2015;32(4):350-66. doi: 10.1080/07359683.2015.1093883. Epub 2015 Nov 16.
This study examined the effectiveness of four media campaigns about disordered eating behaviors. It investigated possible factors that affected females' perceived effectiveness of four campaign videos. Results indicated that health campaign about a celebrity's struggle with extreme thinness proved to be the least effective of four campaign videos, whereas the video presenting solid facts about the dangers of extreme dieting was perceived as the most effective campaign. Self-discrepancy was not a significant predictor to females' perceived effectiveness of campaign videos. Similarly, the frequency of Internet usage was proved as a weak predictor of their perceived effectiveness. These findings and the possible rationale for the lack of support with regard to the correlates of campaign effectiveness were also discussed.
本研究考察了四项关于饮食失调行为的媒体宣传活动的效果。研究调查了影响女性对四个宣传视频感知效果的可能因素。结果表明，关于一位名人与极度消瘦作斗争的健康宣传活动被证明是四个宣传视频中效果最差的，而呈现极端节食危害确凿事实的视频被认为是最有效的宣传活动。自我差异并不是女性对宣传视频感知效果的显著预测因素。同样，互联网使用频率被证明是其感知效果的一个弱预测因素。还讨论了这些发现以及关于宣传效果相关性缺乏支持的可能理由。
