TY - JOUR
T1 - What Is the Truth? An Application of the Extended Parallel Process Model to Televised Truth® Ads
AU - LaVoie, Nicole R.
AU - Quick, Brian L.
N1 - Copyright:
Copyright 2014 Elsevier B.V., All rights reserved.
PY - 2013/1
Y1 - 2013/1
N2 - The purpose of this study was to analyze television ads in the truth® campaign using the Extended Parallel Process Model (EPPM) as a framework. Among the ads (n = 86) analyzed, results revealed a heavy reliance on severity messages, modest attention to susceptibility messages, and no inclusion of recommended response messages in the form of self-efficacy and response efficacy. The reliance on emphasizing the health threat, without incorporating recommended response messages, is discussed with respect to the likelihood of galvanizing maladaptive responses such as psychological reactance, denial, and defensive avoidance resulting from exposure to these ads. Additionally, the unintended outcomes for secondary audiences including but not limited to stigma are considered. Implications and suggestions for practitioners and theorists are explored.
AB - The purpose of this study was to analyze television ads in the truth® campaign using the Extended Parallel Process Model (EPPM) as a framework. Among the ads (n = 86) analyzed, results revealed a heavy reliance on severity messages, modest attention to susceptibility messages, and no inclusion of recommended response messages in the form of self-efficacy and response efficacy. The reliance on emphasizing the health threat, without incorporating recommended response messages, is discussed with respect to the likelihood of galvanizing maladaptive responses such as psychological reactance, denial, and defensive avoidance resulting from exposure to these ads. Additionally, the unintended outcomes for secondary audiences including but not limited to stigma are considered. Implications and suggestions for practitioners and theorists are explored.
UR - http://www.scopus.com/inward/record.url?scp=84873151195&partnerID=8YFLogxK
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U2 - 10.1080/10410236.2012.728467
DO - 10.1080/10410236.2012.728467
M3 - Article
C2 - 23330858
AN - SCOPUS:84873151195
SN - 1041-0236
VL - 28
SP - 53
EP - 62
JO - Health communication
JF - Health communication
IS - 1
ER -