• Summary
  • Contents
  • Subject index

In this fully revised and updated Fourth Edition, Rice and Atkin provide readers with a comprehensive and contemporary look into the field of public communication campaigns. The volume begins with a theoretical and historical overview of public communication campaigns, which generally aim to promote non-commercial benefits to individuals or society. The contributors then explore methods and models of designing, implementing, and evaluating campaigns in depth. Topics examined include a range of recent, intriguing, and controversial campaigns such as AIDS prevention, skin cancer, organ donation, and ocean sustainability. The contributors also explore a variety of recent campaign dimensions including community-oriented campaigns, entertainment-education campaigns, digital games, mobile technology, and social media. Public Communication Campaigns, Fourth Edition will be a valuable resource for both students and researchers in the fields of communication, journalism, public relations, mass media, advertising, and public health programs.

Inducing Fear as a Public Communication Campaign Strategy
Inducing fear as a public communication campaign strategy
Marco C. YzerBrian G. SouthwellMichael T. Stephenson

Inducing fear is a popular strategy for many types of public communication efforts. Fear appeal messages “refer to those contents of a persuasive communication which allude to or describe unfavorable consequences that are alleged to result from failure to adopt and adhere to the communicator's conclusions” (Hovland, Janis, & Kelley, 1953, p. 60) and “attempt to change our attitudes by appealing to [the] unpleasant emotion of fear” (Rogers, 1983, p. 153). Simply put, the logic of a fear appeal strategy is to get people's attention and emphasize the dangers of risky behaviors, thereby increasing the likelihood that people will engage in less risky ...

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