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Effect of Tuberculosis Prevention Campaign Message: Focused on message orientation and message presentation style

결핵 예방 광고 메시지의 효과: 메시지의 지향성과 메시지 제시방법을 중심으로

  • Choi, Myung-Il (Department of Advertising & Public Relations, Namseoul University)
  • 최명일 (남서울대학교 광고홍보학과)
  • Received : 2019.10.21
  • Accepted : 2019.12.20
  • Published : 2019.12.28

Abstract

This study analyzed the effective message strategy for the TB prevention campaign. This study examined the differences in the perceived susceptibility, perceived severity, and behavior intention according to the message orientation(individual-social) and the message presentation style(statistical-narrative). The results showed that individual message is more effective than social message in terms of perceived susceptibility and perceived severity. There was no significant difference between statistical and narrative messages. Finally, in the case of individual message, narrative messages were more effective than statistical messages; and in the case of social message, social messages were more effective than narrative messages. Based on these results, theoretical implications were discussed and a practical strategy for TB prevention campaign were proposed.

이 연구에서는 결핵예방 캠페인을 위한 효과적인 메시지 전략은 무엇인지를 분석하였다. 메시지 지향성(개인지향-사회지향)과 메시지 제시방법(통계-내러티브)에 따라 결핵감염의 개연성, 심각성, 예방행동의도에 어떠한 차이를 보이는지를 살펴보았다. 분석결과, 개인지향 메시지는 사회지향 메시지보다 결핵감염의 개연성과 심각성을 높이는데 효과적인 것으로 나타났다. 통계적 메시지와 내러티브 메시지 사이에는 유의미한 차이가 없는 것으로 나타났다. 마지막으로 개인지향 메시지의 경우에 내러티브 메시지가 통계적 메시지보다 효과적인 것으로 나타났으며, 사회지향 메시지는 통계적 메시지가 내러티브 메시지보다 효과적인 것으로 나타났다. 이러한 결과를 바탕으로 이론적 함의를 논의하고, 실무적으로 효과적인 결핵예방 캠페인 메시지 전략을 제안하였다.

Keywords

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