Neurophysiological Profile of Antismoking Campaigns

Over the past few decades, antismoking public service announcements (PSAs) have been used by governments to promote healthy behaviours in citizens, for instance, against drinking before the drive and against smoke. Effectiveness of such PSAs has been suggested especially for young persons. By now, PSAs efficacy is still mainly assessed through traditional methods (questionnaires and metrics) and could be performed only after the PSAs broadcasting, leading to waste of economic resources and time in the case of Ineffective PSAs. One possible countermeasure to such ineffective use of PSAs could be promoted by the evaluation of the cerebral reaction to the PSA of particular segments of population (e.g., old, young, and heavy smokers). In addition, it is crucial to gather such cerebral activity in front of PSAs that have been assessed to be effective against smoke (Effective PSAs), comparing results to the cerebral reactions to PSAs that have been certified to be not effective (Ineffective PSAs). &e eventual differences between the cerebral responses toward the two PSA groups will provide crucial information about the possible outcome of new PSAs before to its broadcasting. &is study focused on adult population, by investigating the cerebral reaction to the vision of different PSA images, which have already been shown to be Effective and Ineffective for the promotion of an antismoking behaviour. Results showed how variables as gender and smoking habits can influence the perception of PSA images, and how different communication styles of the antismoking campaigns could facilitate the comprehension of PSA’s message and then enhance the related impac

Can functional magnetic resonance imaging studies help with the optimization of health messaging for lifestyle behavior change? A systematic review

Unhealthy behaviours, including smoking, poor nutrition, excessive alcohol consumption, physical inactivity and sedentary lifestyles, are global risk factors for non-communicable diseases and premature death. Functional magnetic resonance imaging (fMRI) offers a unique approach to optimize health messages by examining how the brain responds to information relating to health. Our aim was to systematically review fMRI studies that have investigated variations in brain activation in response to health messages relating to (i) smoking; (ii) alcohol consumption; (iii) physical activity; (iv) diet; and (v) sedentary behaviour. The electronic databases used were Medline/PubMed, Web of Science (Core Collection), PsychINFO, SPORTDiscuss, Cochrane Library and Open Grey. Studies were included if they investigated subjects aged ≥10 years and were published before January 2017. Of the 13,836 studies identified in the database search, 18 studies (smoking k=15; diet k=2; physical activity/sedentary behavior k=1) were included in the review. The prefrontal cortex was activated in seven (47%) of the smoking-related studies and the physical activity study. Results suggest that activation of the ventromedial, dorsolateral and medial prefrontal cortex regions were predictive of subsequent behavior change following exposure to aversive anti-smoking stimuli. Studies investigating the neurological responses to anti-smoking material were most abundant. Of note, the prefrontal cortex and amygdala were most commonly activated in response to health messages across lifestyle behaviors. The review highlights an important disparity between research focusing on different lifestyle behaviors. Insights from smoking literature suggests fMRI may help to optimize health messaging in relation to other lifestyle behaviors

The graphic side of fear: The effects of anti-tobacco graphic threat appeals

Many public health organizations have proposed and implemented campaigns and policies involving graphic ads or warnings to deter individuals from smoking. The current study evaluated how high-cigarette dependent smokers evaluate these messages compared to low-cigarette dependent smokers using a mixed, 3 x 2 factorial design. A pilot study involving focus groups, interviews, and evaluation questionnaires (N=10) was conducted to classify graphic threat appeals and develop stimulus materials for the primary study. For the primary study, three graphic threat appeal conditions were evaluated by Amazon Mechanical Turk (MTurk) users (N=200). Findings suggested that the graphicness of the images significantly influenced arousal, aversive response, and persuasion. However, high-cigarette dependent smokers evaluated messages as less aversive than low-cigarette dependent smokers to the graphicness in messages. Additionally, low-cigarette dependent smokers may be at greater risk for experiencing cognitive overload and reallocating cognitive resources to defensive responses. Implications of these findings and recommendations for future research and message design are discussed

Determining the structure and effects of message sensation value in threatening anti-smoking adverts : a young adult perspective

There is no doubt that anti-smoking campaigns help with other anti-smoking policy to reduce the number of smokers in the UK and indeed globally, through their cumulative effects on their target audiences. However, the effectiveness and impact of such campaigns vary according to several elements, influenced by the design and delivery of such communications.Whilst the majority of anti-smoking adverts use visual-threat-based appeals, the effects of which have been validated in changing attitudes of smokers, the structural components of such campaigns and identifying their effects remain largely unexplored. The concept of Message Sensation Value (MSV) relates to the structural components of communication content and has found some traction in understanding social marketing campaigns. How MSV relates to anti-smoking attitude change, however, remains unresolved and therefore our knowledge on the structural components of anti- smoking MSV and their influence in attitude change is limited. This study seeks to address this key knowledge gap.This research therefore aims to determine the structure and role of MSV features in anti- smoking adverts and specifically within threatening appeals, given their prevalence and validated utility. This study examines the experience of young adult smokers and their responses in terms of emotive reaction, perceived believability and perceived effectiveness using a qualitative interview-based study design. It integrates an interpretive phenomenological orientation embedded in a Dimensional Qualitative Research (DQR) approach. The DQR approach is used to enhance the systematic and comprehensive classification of themes arising from perceptions towards anti-smoking stimuli and in doing so enables the deconstruction of the MSV into its constituent components. DQR enables advertising scholars to decode stimuli on the basis of BASIC IDS, an acronym based on Behaviour, Affect, Sensation, Image, Cognition, Interpersonal relation, Drug and Sociocultural modalities or dimensions. Addressing such adverts which contain threat appeals and MSV features, it is the first research to address MSV features in anti-smoking advert, which include threat appeals by a qualitative approach with a phenomenological orientation. For the first time, two phases of data analysis thematic analysis and dimensional qualitative research are used together to get a holistic picture of smokers’ experience with such content and their reaction according to such experience.The findings reveal that the experiences of smokers (both past and present) with anti- smoking adverts contain some MSV features, and threat appeals vary in their type and level of threat. Young adult smokers found adverts with some high MSV features (i.e., intense scenes, unexpected format, surprise end and the action showed or described) when combined with high threat appeals (physical, social and death threat appeals). This negative and scary content in these adverts made them experience mainly fear and other negative emotions, which led them to rate anti-smoking adverts with high MSV features and high threat appeals as more believable and more effective. The results indicate that MSV features in threatening televised anti-smoking adverts work to enhance the role of threat appeals effect by intensifying the adverts arousal effect on smokers, influencing emotional response, and facilitating attention. This gives the adverts with such style and content have a positive impact on how young adults’ smokers perceived their believability and some aspects of perceived effectiveness but with no firm intention to stop smoking. It may be that smokers found anti-smoking adverts not enough to make them stop smoking because of several reasons related to smokers or anti-smoking adverts, such as addiction, social relationships with friends and other students, and sociocultural aspects(i.e. age gap) since some adverts target other age groups like older people and parents, not young adults

Graphic cigarette package warning labels: investigating the effectiveness of graphic images among new and occasional smokers

2012 Summer.Includes bibliographical references.Smoking is a major public health concern. As a result of recent legislation, cigarette manufacturers will soon be required to display graphic pictorial depictions of the health consequences of tobacco on all products sold in the U.S. Research has shown that fear appeal messages can be effective for health behavior change, but little research has examined the effects of graphic imagery in warning messages. The present study explored the effectiveness of graphic and non-graphic cigarette package warning labels and examined potential mediating processes among occasional and recently initiating smokers. No significant direct effects of the graphic warning labels (as compared to non-graphic labels) on explicit attitudes, implicit attitudes, and intentions to not smoke were found. The results also show that graphic warning labels were associated with increased perceived personal relevance and negative affective reactions compared to non-graphic warning labels. Personal relevance was also found to mediate the relationship between warning label condition and negative implicit attitudes. Implications for prevention are discussed

Eye tracking applied to tobacco smoking: current directions and future perspectives

Over the years the general awareness of the health costs associated with tobacco smoking has motivated scientists to apply the measurement of eye movements to this form of addiction. On one hand they have investigated whether smokers attend and look preferentially at smoking related scenes and objects. In parallel, on the other hand eye tracking has been used to test how smokers and nonsmokers interact with the different types of health warning that policymakers have mandated in tobacco advertisements and packages. Here we provide an overview of the main findings from the different lines of research, such as the evidence related to the attentional bias for smoking cues in smokers and the evidence that graphic warning labels and plain packages measurably increase the salience of the warning labels. We point to some open questions, such as the conditions that determine whether heavy smokers exhibit a tendency to actively avoid looking at graphic warning labels. Finally we argue that the research applied to gaze exploration of warning labels would benefit from a more widespread use of the more naturalistic testing conditions (e.g. mobile eye tracking or virtual reality) that have been introduced to study the smokers’ attentional bias for tobacco-related objects when freely exploring the surrounding environment.  

Fear appeal message repetition in public service announcements: A cross-cultural comparison

This research aims at examining the usage of fear appeal in public service announcements (PSAs) of different topics across different countries. The study uses a purposive sample of audio/visual advertisements that tackles a variety of social, health and safety topics across different cultures either in English or Arabic languages or with subtitles. The study is intended to compare the usage of fear appeal in PSAs that are targeted for social change across different cultures in terms of content and methods used to scare audiences. A non-probability purposive sample has been obtained through extensive search online that resulted in a non-even number of PSAs from each country. A sample of 72 PSAs has been collected, including 17 different PSAs tackling issues from UK, 20 from USA, 6 from Canada, 4 from France and 5 from Ireland, Australia and Egypt have 3 different PSAs each, 2 PSAs from Switzerland and South Africa each, 4 from Saudi Arabia and Spain, New Zealand, Netherlands, Germany, Italy and Scotland are represented with 1 PSA in the sample. Through analysing these PSAs, the research has concluded that some of the main variables are similar across all countries and topics: the how these PSAs use negative framing in conveying the message, the high levels of depicted severity in the PSAs and the portrayal of harm affecting oneself. Other variables, such as: narrations of the PSAs, being part of a campaign, tone of voice, how the fear is portrayed, and levels of susceptibility are somehow similar with minor differences and majorities portraying the same results. The place where the PSA is taking place, the number of actors depicted in the PSAs, gender of those actors, and the suggested behaviours are variables that differ across the PSAs

Integrative Framing Analysis

Much of framing scholarship focuses either exclusively on the analysis of words or of visuals. This book aims to address this gap by proposing a six-step approach to the analysis of verbal frames, visual frames and the interplay between them—an integrative framing analysis. This approach is then demonstrated through a study investigating the way words and visuals are used to frame people living with HIV/AIDS in various communication contexts: the news, public service announcements and special interest publications. This application of integrative framing analysis reveals differences between verbal frames and visual frames in the same messages, underscoring the importance of looking at these frames together

The role of affect and cognition in processing messages about early diagnosis for Alzheimer's Disease by older people

Through early diagnosis of symptoms, the Alzheimer's disease process can be decelerated. The main concern is to encourage the population at risk to take responsible actions at the earliest stage of the onset of the disease. Persuasive communication is essential to achieve this. In an experimental study, the evaluation of awareness messages for early diagnosis containing weak and strong arguments and negative and positive images was performed on a sample of older Belgians. The mediating role of affective responses and message thoughts was explored. Strong arguments led to a more positive evaluation of the message than weak arguments directly and indirectly via the positive effect they had on message affect and thoughts, which, in turn, positively affected message evaluation. A negative message image led to a more positive message evaluation than a positive one. This effect was not mediated by either message affect or message thoughts

Integrative Framing Analysis

Much of framing scholarship focuses either exclusively on the analysis of words or of visuals. This book aims to address this gap by proposing a six-step approach to the analysis of verbal frames, visual frames and the interplay between them—an integrative framing analysis. This approach is then demonstrated through a study investigating the way words and visuals are used to frame people living with HIV/AIDS in various communication contexts: the news, public service announcements and special interest publications. This application of integrative framing analysis reveals differences between verbal frames and visual frames in the same messages, underscoring the importance of looking at these frames together