Please use this identifier to cite or link to this item:
https://ah.lib.nccu.edu.tw/handle/140.119/57104
DC Field | Value | Language |
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dc.contributor | 政大廣告系 | en |
dc.creator | Lee, Seow Ting | en |
dc.creator | Cheng, I-Huei | en |
dc.creator | 鄭怡卉 | zh_TW |
dc.date | 2010-01 | - |
dc.date.accessioned | 2013-03-08T07:22:00Z | - |
dc.date.available | 2013-03-08T07:22:00Z | - |
dc.date.issued | 2013-03-08T07:22:00Z | - |
dc.identifier.uri | http://nccur.lib.nccu.edu.tw/handle/140.119/57104 | - |
dc.description.abstract | This study examines the ethical dimensions of public health communication, with a focus on antismoking public service announcements (PSAs). The content analysis of 826 television ads from the U.S. Centers for Disease Control and Prevention’s (CDC) Media Campaign Resource Center is an empirical testing of Baker and Martinson’s (2001) TARES Test that directly examines persuasive messages for truthfulness, authenticity, respect, equity, and social responsibility. In general, the antismoking ads score highly on ethicality. There are significant relationships between ethicality and message attributes (thematic frame, emotion appeal, source, and target audience). Ads that portrayed smoking as damaging to health and socially unacceptable score lower in ethicality than ads that focus on tobacco industry manipulation, addiction, dangers of secondhand smoke, and cessation. Emotion appeals of anger and sadness are associated with higher ethicality than shame and humor appeals. Ads targeting teen=youth audiences score lower on ethicality than ads targeting adult and general audiences. There are significant differences in ethicality based on source; ads produced by the CDC rate higher in ethicality than other sources. Theoretical implications and practical recommendations are discussed. | en |
dc.format.extent | 176412 bytes | - |
dc.format.mimetype | application/pdf | - |
dc.language | zh_TW | en |
dc.language.iso | en_US | - |
dc.relation | Journal of Health Communication, 15(1), 55-75 | en |
dc.title | Assessing the TARES as an ethical model for antismoking ads | en |
dc.type | article | en |
dc.identifier.doi | 10.1080/10810730903460542 | en_US |
dc.doi.uri | http://dx.doi.org/10.1080/10810730903460542 | en_US |
item.fulltext | With Fulltext | - |
item.grantfulltext | restricted | - |
item.languageiso639-1 | en_US | - |
item.openairecristype | http://purl.org/coar/resource_type/c_18cf | - |
item.cerifentitytype | Publications | - |
item.openairetype | article | - |
Appears in Collections: | 期刊論文 |
Files in This Item:
File | Description | Size | Format | |
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10810730903460542.pdf | 172.28 kB | Adobe PDF2 | View/Open |
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