“Strong fear appeals and high efficacy messages produce the greatest behavior change, whereas strong fear appeals with low-efficacy messages produce the highest levels of defensive response.”
Please watch these examples of popular communication campaigns. Some of the communication strategies use a fear appeal: a strategy for motivating people to take a particular action, endorse a particular policy or buy a particular product, by arousing fear. And others use positive appeals/concepts: stress the positive aspects of a product and the positive gains for a person who purchases the product.
Please critique (compare and contrast) the videos and message types using the questions that follow. Your post should be at least 3 paragraphs (one page)
– Which communication strategies do you find most useful? I found The Real Bear video most useful
– How would you modify the health communication campaigns?
– Is the media effective in portraying the purpose?
– What are the assumptions of the work? Are they valid?
– What type of evidence is provided?
– Is the work engaging?
– Consider elements referenced in the 12-Step Process of McGuire’s Hierarchy of Effects.
1. The Message Must Get and Maintain the Attention of the Audience
2. The Strongest Points of the Message Should Be Given at the Beginning
3. The Message Should Be Clear
4. The Action You Are Asking the Audience to Take Must Be Reasonably Easy
5. The Messages Must Use Incentives Effectively
6. Provide Good Evidence for Threats and Benefits
7. The Messenger Needs to Be Perceived as a Credible Source of Information
8. Messages Should Be Believable and Realistic
9. Messages Need an Appropriate Tone for the Audience of Interest
10. The Message Should Use an Appropriate Appeal
11. The Message Should Not Harm or Be Offensive to the Audience
12. The Message or Campaign Should Use a Recognizable Identity
Video 1: Sesame Street, Autism https://youtu.be/BnFHEBMvAVA
Video 2: Brain on Drugs (1980s) https://youtu.be/GOnENVylxPI,
Video 3: Brain on Drugs (1990’s) – https://youtu.be/LQsQbuNWmnE
Video 4: The Real Bears- https://youtu.be/myxwCEGcBYc
Video 5: Change the Tune: https://www.youtube.com/watch?v=3F1U95v0JPs
Video 6: Truth.com https://www.youtube.com/watch?v=Y_56BQmY_e8
Video 7: Stand up to Cancer https://www.youtube.com/watch?v=ZsDnLzdwUpU
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