Journal of the Korea Convergence Society (한국융합학회논문지)

Korea Convergence Society (한국융합학회)
권호 표지
DOI QR코드

DOI QR Code

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
Download PDF
⟨ Previous Next ⟩

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

References

  1. Korea Centers for Disease Control and Prevention. (2018). 2018-2020 Tuberculosis management plan. [Online]. http://tbzero.cdc.go.kr/tbzero/board/boardView.do
  2. C. O. Cheong, S. S. Kim, M. K. Kang, E. H. Cho, E. Y. Lee & C. L. Chang. (2008). Knowledge and attitudes toward tuberculosis among high school students in Busan. Tuberculosis and Respiratory Diseases, 65(5), 369-378. https://doi.org/10.4046/trd.2008.65.5.369
  3. S. W. Yoo, H. C. Shin, H. S. Roh & S. E. Jo. (2014). A study on the stigma and the intention of disclosure of tuberculosis: Focused on health beliefs factors, emotion and knowledge's effect and age group comparison. Korean Association of Advertisement and Public Relations, 103, 214-262.
  4. H. J. Kang. (2017). The convergence effects of knowledge of tuberculosis prevention behavior dental hygiene and other majoring students: Focusing on the mediator effect of behavior toward tuberculosis. Journal of the Korea Convergence Society, 8(11), 183-191. https://doi.org/10.15207/JKCS.2017.8.11.183
  5. J. H. Kim, Y. H. Kang & N. J. Kwon. (2014). Persuasion study on social goal: The effect of social reciprocity and goal-frame on behavioral intention of social goal. Korean Journal of Marketing, 29(2), 79-94.
  6. S. Ko, J. Song & J. Y. Moon. (2017). The effects of public service ads message framing and regulatory fit on individuals attitudes and prosocial behavior intentions. Korean Journal of Business Administration, 30(2), 275-301. DOI : 10.18032/kaba.2017.30.2.275
  7. J. H. Kim & D. Y. Lee. (2011). Study on testing persuasive effects of anti-drunk-driving campaign messages: Focus on framing and appeal type. Korean Associatin of Public Safety and Criminal Justice Review, 20(3), 41-65.
  8. R. M. Perloff. (2003). The dynamics of persuasion: Communication and attitudes in the 21st Century(2nd ed.). Mahwah, NJ: Lawrence Erlbaum Associates.
  9. F. F. Brunel & M. R. Nelson. (2003). Message order effects and gender differences in advertising persuasion. Journal of Advertising Research, 43(3), 330-341. https://doi.org/10.2501/JAR-43-3-330-342
  10. J. H. Kim. (2013). The effect of perceived risk, environmental value orientation and perceived psychological distance on environmental behavior. The Korean Journal of Consumer and Advertising Psychology, 14(1), 155-175.
  11. J. Y. Kim & H. R. Park. (2002). The communication effects of no-smoking message intensity and direction. The Korean Journal of Advertising, 13(5), 29-44.
  12. J. H. Kim & Y. M. Yoon. (2010). An experimental study on the factors affecting persuasiveness of health messages in AIDS campaign. Journal of Public Relations, 14(1), 83-123. https://doi.org/10.15814/jpr.2010.14.1.83
  13. N. I. Kim. (2015). The interaction effects of advertising appeals and consumer characteristics of green product Ads. Journal of Marketing Studies, 23(2), 161-178.
  14. H. K. Choi, M. C. Lee & J. H. Kim. (2008). The effects of message framing and its orientation on public service advertisements: Focused on safety-driving PSA. The Korean Journal of Advertising and Public Relations, 10(2), 34-65.
  15. J. H. Kim. (2008). The effect of public campaign on global warming by message framing, appeal, perceived risk and self-monitoring. Advertising Research, (81), 357-381.
  16. J. W. Park, H. R. Park & J. Y. Kim. (2006). The effects of the environmental involvement and the environmental, message appeal type on the advertising effect: Focused on the gender characteristics. The Korean Journal of Advertising, 17(5), 215-226.
  17. K. M. Kim, Y. W. Ha & H. K. Ahn. (2012). The influence of consumers' environmental concern and type of water saving advertising on the attitude toward the Ad and behavioral intention. The Korean Journal of Advertising, 23(8), 113-128.
  18. H. J. Sun. (2018). A study on the communication effect of the suicide prevention campaign message: Focusing on message characteristics and individual difference. Journal of the Korea Contents Asoociation, 18(3), 183-195. DOI : /10.5392/JKCA.2018.18.03.183
  19. H. I. Kim & Y. W. Kim. (2018). The effects of controlling language and message orientation on pro-environmental behavioral intentions in environmental communication: Focusing on the moderation effects of issue involvement and the mediation effects of psychological reactance. Advertising Research, (116), 138-179. DOI : 10.16914/ar.2018.116.138
  20. G. O. Lee, J. W. Park & M. I. Choi. (2014). The effects of self-construal and message orientation on value advocacy advertising. Korean Management Science Review, 31(4), 15-28. DOI : 10.7737/KMSR.2014.31.4.015
  21. J. H. Kim & J. S. Shin. (2004). The effect of message framing and perceived consequences on environmental behavior. The Korean Journal of Consumer and Advertising Psychology, 5(2), 65-86.
  22. V. Adelsward & L. Sachs. (1996). The meaning of 6.8: Numeracy and normality in health information talks. Social Science Medicine, 8, 1179-1187. https://doi.org/10.1016/0277-9536(95)00366-5
  23. K. Greene & L. S. Brinn. (2003). Messages influencing college women's tanning bed use: Statistical versus narrative evidence format and a self-assessment to increase perceived susceptibility. Journal of Health Communication, 8(5), 443-461. https://doi.org/10.1080/713852118
  24. J. E. Kopfman, S. K. Smith, Y. J. Ah & A. Hodges. (1998). Affective and cognitive reactions to narrative versus statistical organ donation messages. Journal of Applied Communication Research, 26, 279-300. https://doi.org/10.1080/00909889809365508
  25. L. J. Hinyard & M. W. Kreuter. (2007). Using narrative communication as a tool for health behavior change: A conceptual, theoretical, and empirical overview. Health Education & Behavior, 34, 777-792. https://doi.org/10.1177/1090198106291963
  26. K. M. Mazor, J. Baril, E. Dugan, F. Spencer, P. Burgwinkle & J. H. Gurwitz. (2007). Patient education about anticoagulant medication: Is narrative evidence or statistical evidence more effective?. Patient Education and Counseling, 69(1-3), 145-157. https://doi.org/10.1016/j.pec.2007.08.010
  27. C. H. Kim & E. H. Dho. (2015). The effects of message types on Cause-Related Marketing(CRM): The moderating roles of persuasion knowledge and consumer prior preference for brands. The Korean Journal of Advertising, 26(2), 61-88. DOI : 10.14377/KJA.2015.2.28.61
  28. S. D. Cin, M. P. Zanna & G. T. Fong. (2004). Narrative persuasion and overcoming resistance. In Resistance and Persuasion( E. S. Knowles & J. A. Linn.). New York: Routledge.
  29. S. Y. Kim & H. W. Lee. (2007). A Study on the persuasive effect of narrative in the context of organ donation. Speech & Communication, 7, 76-108.
  30. X. S. Shu & Y. J. Choi. (2018). The effects of message framing and evidence type on obesity prevention for Chinese adolescents. Journal of the Korea Contents Association, 18(3), 626-635. DOI : 10.5392/JKCA.2018.18.03.626
  31. L. Dorfman, L. Wallack & K Woodruff. (2005). More than a message: Framing public health advocacy to change corporate practices. Health Education & Behavior, 32(3), 320-336. https://doi.org/10.1177/1090198105275046
  32. K. Witte, K. A. Cameron, J. K. McKeon & J. B. Berkowitz. (1996). Predicting risk behaviors: development and validation of a diagnostic scale. Journal of Health Communication, 1(4), 317-342. https://doi.org/10.1080/108107396127988
  33. L. Shen & J. P. Dillard. (2007). The influence of behavioral inhibition/approach systems and message framing on the processing of persuasive health messages. Communication Research, 34(4), 433-467. https://doi.org/10.1177/0093650207302787
  34. H. J. Park & H. K. Lee. (2013). Messages, receivers and media strategies for health communication. Seoul: Communication Books.
  35. K. J. Lee, B. S Jin, Y. S. Choi & J. S. Han. (2017). The effects of types of cognitive risk perception of Tuberculosis on issue salience, information-seeking, and preventive behavioral intention: The mediating role of worry. The Korean Journal of Advertising and Public Relations, 19(4), 64-107. DOI : 10.16914/kjapr.2017.19.4.64
  36. R. Petty, J. Cacioppo & R. Gold,man. (1981). Perosnal involvement as a determinant of argument-based persuasion. Journal of Personality and Social Psychology, 41(5), 847-855. https://doi.org/10.1037/0022-3514.41.5.847