Original articleEffective communication: perception of two anti-smoking advertisements
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Fear and Humor Appeals in “The Real Cost” Campaign: Evidence of Potential Effectiveness in Message Pretesting
2019, American Journal of Preventive MedicineCitation Excerpt :Fear appeals also produced more negative smoking attitudes than the control condition, but the effect of humor appeals on smoking attitudes was not significant. The mixed evidence on attitudes notwithstanding, the comparison against control in this study represents an important extension of previous literature, which has focused almost exclusively on audience evaluations of fear- versus humor-appeal messages.6,26–29 Indeed, when only perceived ad effectiveness—an evaluation measure—is considered, the current findings are entirely consistent with previous research, showing fear ads to be rated as more effective than humor ads.
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