Summary
Contents
Subject index
How do you design an effective message for a health campaign? This book explores this question from both practical and theoretical perspectives. The contributors demonstrate the necessity of basing message design decisions on appropriate theories of human behavior and communication effectiveness by synthesizing and integrating knowledge and insights from theory and research in communication and health behavior change. This book will be an essential aid to designing messages for use in health communication campaigns.
Thinking Positively: Using Positive Affect when Designing Health Messages
Thinking Positively: Using Positive Affect when Designing Health Messages
Communication campaigns play an important role in disease prevention and health promotion. Designing effective campaigns about health is a difficult task, however. As Arkin (1989) notes, “Health information is often complex and technical. In addition, the information may be inconclusive, controversial, contradictory and subject to change as new research findings are released” (p. 3). Moreover, communication specialists are often put in the unenviable position of conducting campaigns asking people to give things up, to change comfortable habits, and to refrain from pleasurable experiences. Consider messages in which the audience is asked to stop eating fatty foods, quit smoking, “Just Say No,” and “Be Smart—Don't Start.”
In trying to ...
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