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https://ah.lib.nccu.edu.tw/handle/140.119/48398
題名: | Increasing mental health literacy via narrative advertising | 作者: | Chang, Chingching 張卿卿 |
日期: | 2008 | 上傳時間: | 22-Nov-2010 | 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. | 關聯: | Journal of Health Communication, 13:37–55 | 資料類型: | article | DOI: | http://dx.doi.org/10.1080/10810730701807027 |
Appears in Collections: | 期刊論文 |
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Chang_2008.pdf | 212 kB | Adobe PDF2 | View/Open |
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