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題名 Assessing the TARES as an ethical model for antismoking ads
作者 Lee, Seow Ting
Cheng, I-Huei
鄭怡卉
貢獻者 政大廣告系
日期 2010-01
上傳時間 8-三月-2013 15:22:00 (UTC+8)
摘要 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.
關聯 Journal of Health Communication, 15(1), 55-75
資料類型 article
DOI http://dx.doi.org/10.1080/10810730903460542
dc.contributor 政大廣告系en
dc.creator (作者) Lee, Seow Tingen
dc.creator (作者) Cheng, I-Hueien
dc.creator (作者) 鄭怡卉zh_TW
dc.date (日期) 2010-01-
dc.date.accessioned 8-三月-2013 15:22:00 (UTC+8)-
dc.date.available 8-三月-2013 15:22:00 (UTC+8)-
dc.date.issued (上傳時間) 8-三月-2013 15:22:00 (UTC+8)-
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/57104-
dc.description.abstract (摘要) 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_TWen
dc.language.iso en_US-
dc.relation (關聯) Journal of Health Communication, 15(1), 55-75en
dc.title (題名) Assessing the TARES as an ethical model for antismoking adsen
dc.type (資料類型) articleen
dc.identifier.doi (DOI) 10.1080/10810730903460542en_US
dc.doi.uri (DOI) http://dx.doi.org/10.1080/10810730903460542en_US