| dc.creator (作者) | Chang, Chingching | en |
| dc.creator (作者) | 張卿卿 | - |
| dc.date (日期) | 2008 | - |
| dc.date.accessioned | 22-Nov-2010 20:06:08 (UTC+8) | - |
| dc.date.available | 22-Nov-2010 20:06:08 (UTC+8) | - |
| dc.date.issued (上傳時間) | 22-Nov-2010 20:06:08 (UTC+8) | - |
| dc.identifier.uri (URI) | http://nccur.lib.nccu.edu.tw/handle/140.119/48398 | - |
| dc.description.abstract (摘要) | This research explored the effectiveness of narrative advertising and argument advertising in increasing mental illness (depression) literacy. Results showed that narrative advertising was more effective than argument advertising at engaging participants in experiential immersion, resulting in greater sympathy toward those suffering from depression. In addition, narrative advertising better involved participants in issue elaboration and increased willingness to seek professional help. Finally, in comparison with argument advertising, narrative advertisements were rated higher in providing vivid information, resulting in an increase in participants’ perceived efficacy in recognizing friends or family suffering from depression. | - |
| dc.language | zh_TW | en |
| dc.language.iso | en_US | - |
| dc.relation (關聯) | Journal of Health Communication, 13:37–55 | en |
| dc.title (題名) | Increasing mental health literacy via narrative advertising | en |
| dc.type (資料類型) | article | en |
| dc.identifier.doi (DOI) | 10.1080/10810730701807027 | en_US |
| dc.doi.uri (DOI) | http://dx.doi.org/10.1080/10810730701807027 | en_US |
