Julian Buchanan

Home » uncategorised » Emotional compatibility and the effectiveness of anti-drinking messages: An approach that could backfire

Emotional compatibility and the effectiveness of anti-drinking messages: An approach that could backfire

See on Scoop.itDrugs, Society, Human Rights & Justice

The featured research suggests that emotional appeals such as these playing on guilt or shame should be used cautiously, and that attention should be paid to the broader milieu within which the ad will be embedded. For instance, a guilt-inducing message may not be optimal if inserted in a guilt-ridden television drama. However, such appeals may work as intended if the viewer is directed to the behaviour of others rather than themselves, as for example in the popular public service message, ‘Friends don’t let friends drive drunk’.

 

See on findings.org.uk

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