Dobrenova Fanny V, Grabner-Kräuter Sonja, Diehl Sandra, Terlutter Ralf
Department of Marketing and International Management, Alpen-Adria-Universität Klagenfurt , Klagenfurt , Austria.
Department of Media and Communications Science, Alpen-Adria-Universität Klagenfurt , Klagenfurt , Austria.
Women Health. 2019 Sep;59(8):867-882. doi: 10.1080/03630242.2019.1565904. Epub 2019 Feb 4.
We explored the use of different advertising appeals in breast cancer detection messages. We analyzed the extent to which emotional appeals were applied in advertisements that promoted two forms of breast cancer detection behaviors: breast self-examination (BSE) and mammographic screening. Findings of a content analysis of 456 breast cancer-related advertisements gathered in February 2016 indicated that textual fear appeals, humor appeals and erotic appeals were more likely to be featured in BSE-promoting advertisements than in breast cancer-related advertisements with other message purposes. While shame-guilt appeals were more likely to be used in mammography-promoting messages, humor and erotic appeals were less likely to be applied. Regarding hybrid message appeals, combinations of humor appeals with erotic, fear and shame-guilt appeals, as well as combined erotic-fear appeals were found more in BSE-promotion messages. Mammography-promoting messages made less use of hybrid messages with a humorous touch as compared to breast cancer advertisements with other message purposes. The results are in contrast to research findings on the effectiveness of message appeals and thus allow to some extent the evaluation of whether scientific findings on the effectiveness of message appeals are reflected in the current advertising practice.
我们探讨了在乳腺癌检测信息中使用不同的广告诉求方式。我们分析了在推广两种乳腺癌检测行为（乳房自我检查和乳房X光筛查）的广告中运用情感诉求的程度。对2016年2月收集的456则与乳腺癌相关的广告进行内容分析的结果表明，与具有其他信息目的的乳腺癌相关广告相比，文字恐惧诉求、幽默诉求和色情诉求在推广乳房自我检查的广告中更有可能出现。虽然羞耻-内疚诉求在推广乳房X光检查的信息中更有可能被使用，但幽默和色情诉求则不太可能被运用。关于混合信息诉求，幽默诉求与色情、恐惧和羞耻-内疚诉求的组合，以及色情-恐惧诉求的组合在推广乳房自我检查的信息中更为常见。与具有其他信息目的的乳腺癌广告相比，推广乳房X光检查的信息较少使用带有幽默色彩的混合信息。这些结果与关于信息诉求效果的研究结果形成对比，从而在一定程度上有助于评估关于信息诉求效果的科学发现是否反映在当前的广告实践中。
