Citation

Visual Attention to and Memory for Humorous Versus Threating Advisories

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Abstract:

Based on the looming threat of threat-inducing graphic advisories in cigarette advertising and packaging, advertising researchers have begun to explore the impact of graphic images incorporated in advisory labels as a means of eliciting attention and improving memory. However, some research has shown that such messages can also lead to selective avoidance among smokers. This study used the tenets of the Extended Parallel Process Model (EPPM) and eye tracking to test the utility of humorous appeals within graphic advisory labels for both smokers and nonsmokers. Compared to threat-inducing graphic advisories, humorous appeals garnered greater attention and unaided recall. However, advisory type had no impact on attitudes toward cigarette advertisements, and these effects were uniform for both smokers and non-smokers.

Most Common Document Word Stems:

advisori (137), humor (92), advertis (59), cigarett (59), attent (57), smoke (52), messag (46), effect (46), threat (44), fear (43), p (41), smoker (41), appeal (41), warn (40), studi (38), use (36), graphic (34), research (31), al (30), particip (30), et (30),
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Association:
Name: Association for Education in Journalism and Mass Communication
URL:
http://www.aejmc.org


Citation:
URL: http://citation.allacademic.com/meta/p744753_index.html
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MLA Citation:

Sikora, Hannah., Brooks, Mary., Gong, Zijian. and Cummins, Glenn. "Visual Attention to and Memory for Humorous Versus Threating Advisories" Paper presented at the annual meeting of the Association for Education in Journalism and Mass Communication, Le Centre Sheraton, Montreal, Canada, Aug 06, 2014 <Not Available>. 2014-12-19 <http://citation.allacademic.com/meta/p744753_index.html>

APA Citation:

Sikora, H. , Brooks, M. , Gong, Z. and Cummins, G. , 2014-08-06 "Visual Attention to and Memory for Humorous Versus Threating Advisories" Paper presented at the annual meeting of the Association for Education in Journalism and Mass Communication, Le Centre Sheraton, Montreal, Canada Online <APPLICATION/PDF>. 2014-12-19 from http://citation.allacademic.com/meta/p744753_index.html

Publication Type: Conference Paper/Unpublished Manuscript
Review Method: Peer Reviewed
Abstract: Based on the looming threat of threat-inducing graphic advisories in cigarette advertising and packaging, advertising researchers have begun to explore the impact of graphic images incorporated in advisory labels as a means of eliciting attention and improving memory. However, some research has shown that such messages can also lead to selective avoidance among smokers. This study used the tenets of the Extended Parallel Process Model (EPPM) and eye tracking to test the utility of humorous appeals within graphic advisory labels for both smokers and nonsmokers. Compared to threat-inducing graphic advisories, humorous appeals garnered greater attention and unaided recall. However, advisory type had no impact on attitudes toward cigarette advertisements, and these effects were uniform for both smokers and non-smokers.


Similar Titles:
Effectiveness of Cigarette Warning Labels: Exploring the Impact of Graphics, Message Framing, and Temporal Framing


 
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