| Título: | Intrinsic Characteristics of Health-Related Fear Appeals from Chinese Print OTC Ads: Implications for Fear Message Construction |
| Autores: |
Sheer, Vivian C. Chen, Ling |
| Fecha: | 2008-08-25 |
| Publicador: | International journal of communication |
| Fuente: |
 |
| Tipo: |
info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion |
| Tema: | No aplica |
| Descripción: | Focusing on intrinsic message characteristics, a textual analysis of unique print ads of over-the-counter medicine (OTC) from China suggests cross-cultural validity of the four-component structure — severity, susceptibility, response efficacy, and personal efficacy — for fear-appeal construction. The content and message framing reflect the Chinese cultural values of auspiciousness, family harmony, relational co-dependence, and “face,” and also explain the additional feature of “other efficacy” findings. An extended fear message model is proposed to incorporate the targeting approach of self-efficacy, other efficacy, value sensitive threats, and susceptibility portrayal. |
| Idioma: | Inglés |
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