Message Testing of Three Ethical Approaches to Health Promotion건강 캠페인에 대한 세 가지 윤리적 접근방법 연구 : 가부장주의, 자유주의, 권한부여
- Other Titles
- 건강 캠페인에 대한 세 가지 윤리적 접근방법 연구 : 가부장주의, 자유주의, 권한부여
- Authors
- Thomas Britten Hove; Paek, Hye-Jin
- Issue Date
- Jan-2015
- Publisher
- 한국광고홍보학회
- Keywords
- health promotion; message evaluation; ethics; paternalism; liberalism; empowerment; 건강 캠페인; 헬스 프로모션; 메시지 평가; 가부장주의• 자유주의; 권한부여; 설득윤리; 메시지 효과성; 윤리성
- Citation
- 한국광고홍보학보, v.17, no.1, pp.167 - 192
- Indexed
- KCI
- Journal Title
- 한국광고홍보학보
- Volume
- 17
- Number
- 1
- Start Page
- 167
- End Page
- 192
- URI
- https://scholarworks.bwise.kr/erica/handle/2021.sw.erica/20208
- DOI
- 10.16914/kjapr.2015.17.1.5.167
- ISSN
- 1738-2475
- Abstract
- This paper examines audience assessments of public service announcement (PSA)messages that exemplify three ethical approaches to health promotion: paternalism,liberalism, and empowerment. An exploratory message evaluation study using anantismoking PSA was conducted online among 384 South Korean adults and analyzedto pursue three objectives: first, to determine how people evaluated each message’seffectiveness; second, to determine how people evaluated each message’s ethicality;third, to determine whether the three message types interact with individualdifferences in smoking status, paternalism, and self-efficacy. Repeated-measuresAnalysis of Variance (ANOVA) indicated that audiences rated the liberal messagehighest in both effectiveness and ethicality. However, no interaction effects werefound. Implications are discussed regarding health message design and the publicperception of health promotion. It is suggested that health promoters might securepublic approval of their communication efforts as long as they provide neutrallyinformative messages that avoid directing people to take specific actions.
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