政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/40178
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    政大機構典藏 > 傳播學院 > 廣告學系 > 期刊論文 >  Item 140.119/40178


    请使用永久网址来引用或连结此文件: https://nccur.lib.nccu.edu.tw/handle/140.119/40178


    题名: Seeing Is Believing: The Direct and Contingent Influence of Pictures in Health Promotion Advertising
    作者: 張卿卿
    贡献者: 國立政治大學廣告學系
    日期: 2013.02
    上传时间: 2010-05-31 13:42:03 (UTC+8)
    摘要: Because pictures, compared with words, are more effective in triggering vivid imagery, their effects should increase in situations in which they play a crucial role in facilitating imagery. This study accordingly explored the relative effects of information presented in pictorial formats and verbal formats in health promotion advertising. Symptoms presented in pictorial formats increased perceptions of the severity of a disease, whereas prevention options presented in pictorial formats enhanced efficacy in preventing the disease. This study also examined two contingent situations: when people were oriented toward visual processing, and when imagery could not be easily triggered without the help of pictures, such as when symptoms or prevention options were difficult or unpleasant to imagine. The findings of three studies supported the offered predictions.
    關聯: Health Communication, 28(8), 822-834
    数据类型: article
    DOI 連結: http://dx.doi.org/10.1080/10410236.2012.726403
    DOI: 10.1080/10410236.2012.726403
    显示于类别:[廣告學系] 期刊論文

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