評估俄羅斯菸盒警示圖文之警示效果研究 / Nowadays tobacco use leads to one of the most common reasons of preventable deaths. According to the Global Adult Tobacco Survey, in 2012 Russia has moved to the first place as a most smoking country in the world. Since 2013 Russian government has implemented a variety of methods to reduce smoking in the country. There is not much research done to analyze one of these methods, graphic warning labels on cigarette packs, which were implemented in Russia more than one year ago. Therefore current study aims to evaluate how college students in Russia react on these warning labels. Using fear appeal theory and Witte’s Extended Parallel Process Model (EPPM), this research explains the advantages and disadvantages of graphic warning labels in Russia. Focus group was conducted to evaluate each of 12 graphic warnings. According to the focus group participants, the paradontosis, stillbirth, oncological diseases, and prematurity were the labels that made them feel concerned. The participants felt that these topics were very important, as the pictures were unpleasant, scary, or disgusting. However, topics, such as impotence, suffering, and emphysema were evaluated as indifferent, irrelevant, and not impressive. Also it has been noted that there is lack of knowledge among Russian college students about the harmful consequences of smoking. Topics, such as early aging and impotence were evaluated as they make no sense and irrelevant to smoking.

Thesis (PhD (Business Management))--Stellenbosch University, 2008. / Research to guide marketing practitioners in social issue-related communication remains underexplored. The increases in various social problems have caused practitioners to return to fear appeals as motivation to influence individuals to think and behave in a certain way. The HIV/AIDS pandemic is a major concern worldwide, as well as in South Africa, and some marketing communication campaigns do not seem to be producing the expected results. During 2007, an alarming 33.2 million people worldwide were infected with HIV. The African continent, and specifically sub-Saharan Africa, is still hardest hit by this pandemic. The high level of new HIV infections occurring daily in South Africa reflects the difficulties faced by HIV/AIDS education and prevention campaigns. Approximately 5.41 million people were living with HIV in 2006. This equates to about 11 percent of the total population and approximately 1 000 AIDS deaths occur every day. The social climate in South Africa has not been conducive to safe sexual messages, and there is a continuing need to encourage safe sexual behaviour, and awareness of the detrimental effects of HIV/AIDS. An estimated 60 percent of all new HIV/AIDS infections in South Africa occur in people between the ages of 15 and 25 years, with young women being more at risk of contracting HIV/AIDS than young men. This trend implies that the impact of the HIV/AIDS epidemic will be felt extensively in the next decade. Additionally, HIV/AIDS prevention programmes for the youth are not having the intended effect to promote partner reduction, consistent condom use and prompt treatment for sexually transmitted infections. These factors confirm that HIV/AIDS marketing communication programmes are of central importance in slowing down the spread of the disease among South African adolescents. Marketing communication is evolving to an era of tailored messages targeted at individuals and more sophisticated segmentation of target audiences. South African young adults reside in a country with diverse racial groups and cultural backgrounds. The more knowledge about their feelings and fears about HIV/AIDS become available, the more effective marketing communication can be developed. Overall marketing communication campaigns must be tailored to the specific needs of adolescents and the promotion of safer sexual behaviour should be at the core of HIV/AIDS programmes, since they are embarking on their sexual lives and are therefore open to behavioural change interventions. This study investigated whether the use of fear increases the likelihood of adopting appropriate behaviour pertaining to HIV/AIDS. Fear, attitude towards the advertisements, severity, susceptibility and efficacy were examined to ascertain the influence of fear appeals. Findings provide encouraging evidence for the persuasive power of fear appeals. Fear appeals can be a strong motivator if accompanied by high efficacy messages, to improve knowledge and to influence attitudes about HIV/AIDS. Susceptibility to the disease among adolescents also influences behaviour, and the importance of individual factors, including racial characteristics and personality, was confirmed. The empirical results of the study reveal that together with message factors like message content and media usage, the goal of changing adolescents’ sexual behaviour in the midst of the HIV/AIDS pandemic can be achieved.

Climate change is one of the greatest challenges of modern times. Environmental organizations do their utmost to inform the public about environmental problems and to invite action to prevent them. To this direction, they run campaigns with posters that combine images and text and evoke emotions in the recipient about these issues. The study focuses on such multimodal texts and analyzes the multimodal resources used in environmental campaign posters from a visual rhetorical perspective with a focus on fear appeals and their expected persuasiveness. More specifically, the study examines how the environmental organizations WWF and Greenpeace use fear appeal as a rhetorical strategy in their campaigns. The visual and textual resources are analyzed to identify the purpose, arguments and emotional appeals of the posters that seek to increase people's awareness and power to act. The study also examines how the rhetorical strategies and effectiveness of the multimodal resources differ between the two organizations. The study shows that the two organizations make use of appeals to fear in a way that matches their different profiles to create awareness and encourage action concerning climate change.

A prévention de l'anorexie, et plus largement des troubles de comportement alimentaire, revêt un intérêt social et sociétal fort. Elle comporte également un intérêt académique, ce contexte étant sous-représenté en recherche. Les communications existantes sur la prévention de l'anorexie utilisent la stratégie de l'appel à la peur, malgré une littérature non consensuelle sur le niveau d'appel à adopter et sur le fonctionnement exact du mécanisme. La littérature propose également, pour expliquer l'échec de l'appel à la peur, l'existence d'une réactance situationnelle, sans que celle-ci n'ait jamais été validée. Quatre expérimentations auprès de jeunes femmes étudiantes, public particulièrement sensible dans ce contexte, permettent de comprendre et valider le fonctionnement de l'appel à la peur par médiations successives et en intégrant la réactance situationnelle. Il est montré que le message avec appel à la peur crée un état cognitivo-émotionnel composé de peur et de sévérité perçue qui vont influer de manière opposée sur la réactance situationnelle. Cette dernière influence à son tour la perception d'efficacité de la recommandation, qui déterminera ensuite le succès ou l'échec du message. En parallèle, le rôle médiateur, mais secondaire, de l'auto-efficacité sur l'efficacité perçue de la recommandation est révélé, de même que celui modérateur de la vulnérabilité perçue. En complément de ce résultat, chacune des études s'attache à manipuler, en plus du niveau d'appel à la peur, différentes composantes et caractéristiques du message, dont les effets sur le mécanisme d'appel à la peur permettent de résoudre, en partie, certains conflits existants dans la littérature. Ainsi, le rôle des composantes, visuelle et verbale, sur le niveau ressenti de peur est examiné (études 1 et 2). L'effet de la formulation de la recommandation (étude 2), de même que l'effet du type d'argument (étude 3) sur le processus de l'appel à la peur sont analysés. Enfin, l'ajout du dégoût à l'appel à la peur et la validation du fonctionnement du processus par une mesure comportementale affinent encore la compréhension des mécanismes d'action de l'appel à la peur (étude 4). Pour conclure, les clés d'une communication préventive de l'anorexie efficace avec recours à l'appel à la peur sont données et les résultats discutés et complétés par des voies de recherche possibles, dont certaines permettent de pallier les limites mentionnées pour la présente recherche. / Anorexia prevention or more widely disorder eating behavior, has a strong social and societal interest. It also presents an academic interest, since this context is under-represented in research. Existing anorexia prevention campaigns use the strategy of fear appeal, despite a non-consensual literature on the level of fear appeal to adopt and the exact functioning of the mechanism. The existing literature also suggests, to explain failure of fear appeal, that there is a situational reactance, even though this has never been validated. Four experiments on young women students, public particularly sensitive to this context, allow us to understand and validate the mechanism of fear appeal in successive mediations and while integrating situational reactance. Through these experiments, it is shown that the message with fear appeal creates a cognitive and emotional state of fear, and perceived severity that will oppositely influence situational reactance. The latter influences the perceived efficacy of recommendation, which in turn determines the success or failure of the message. In parallel, the mediator, but secondary role, of self-efficacy on the perceived efficacy of the recommendation is revealed, as well as the moderator of perceived susceptibility. Furthermore, each study attempts to handle, in addition to the level of fear appeal, various components and characteristics of the message, whose effects on the fear appeal mechanism solve in part, some existing conflicts in the literature. Thus, the role of the components, visual and verbal, on the level of fear felt is examined (studies 1 and 2). The effect of the wording of the recommendation (study 2), as well as the effect of the type of argument (study 3) on the process of fear appeal are analyzed. Finally, the addition of the disgust on fear appeal and the validation process by a behavioral measure yet refine understanding the mechanism of fear appeal (study 4). To conclude, the key preventive effective communication with anorexia use of fear appeals are given and results are discussed and complemented with possible future research directions, some of which are used to overcome the limitations mentioned on this research.

Indiana University-Purdue University Indianapolis (IUPUI) / Grounded theory analysis, informed by a socio-cultural lens, was applied to the narratives of eighteen motorcycle riders in order to understand, from the rider’s perspective, receptivity to warning messages regarding motorcycle helmet use. This study relied upon narrative analysis to identify patterns in communication that surround motorcycle riders’ experiences. Socio-cultural cues identified importance in the process of interest development in motorcycle riding, search for information regarding motorcycle riding, response to danger within the motorcycle riding experience, and attitude toward protection messages. Narratives specific to danger, or experiences of motorcycle accidents were analyzed for comparison with fear appeal theory. Special focus was applied to Terror Management Theory (TMT) and applied to the communication surrounding the real experiences of motorcycle accident and the perceived threat of danger while motorcycle riding. Communication evidencing relational influence was examined for examples of socially constructed interpretation of social identity and an individual rider's perspective of their lifeworld. The analysis revealed evidence of the TMT concept of burying or denying thoughts of danger. The TMT concept of lifeworld influence on behavior was evidenced in riders who did not accept warning messages involving helmet use. Examples of attitude and behavior change where present in two study participants’ narratives that described experience of severe injury and also the death of a friend. The riders cited these occurrences as experiences that inhibited their previous behavior of placing thoughts of motorcycle injury and death in the back of mind. Although small in number, this participant group offered multiple categorizations of rider descriptions. The narratives offered distinction in time of life when riding interest developed. As well, motorcycle training facilities were often noted as a source of communication from which riders obtained influence on their future behaviors. From this information insight was gained to offer suggestions for future research on time of message delivery. Riders who develop interest in riding as adults represent a category on which to focus preliminary educational messages. Individuals who have not yet developed an interest in motorcycle riding may benefit from societal cues that demonstrate safe riding behavior. Future research in mass media appeals focused on motorcycle riders are suggested, as is development of educational programs for delivery to high school audiences.