控烟视频广告的恐惧诉求效果评估——基于焦点小组访谈的定性分析

摘要

目的 探讨恐惧诉求程度不同的控烟视频广告对青年人群的影响,尤其是对烟民与非烟民,男性与女性的效果差异.方法 在北京某高校,运用焦点小组访谈法了解青年人群对恐惧诉求程度不同的控烟视频广告的接受度,听取其对控烟传播的建议.结果 4个控烟视频广告中,88％的受访者认为C片恐惧诉求程度最高,但被60.9％的受访者认为恐惧诉求程度最低的B片被认为最适合在中国大面积投放;对青年非烟民来说,控烟视频广告的恐惧诉求程度越高,促进烟草行为改变的效果越好;对青年烟民来说,控烟视频广告的效果不显著.结论 控烟传播应针对烟民与非烟民群体进行分别设计,还要考虑青年人群的性别与性格特征;控烟传播的重点应该放在非烟民群体;控烟传播应使用包括恐惧诉求在内的多种诉求手段.%Objective To discuss the effect of video advertisements about tobacco control on different levels of fear appeals among the youth,and analysis the effect differences between male and female,smokers and non-smokers.Methods Focus group interviews were organized to get the acceptance levels of different video advertisements on tobacco control and the suggestions of smoking control communication by the youth were collected.Results Among the four video advertisements on tobacco control,C film isconsidered to have the highest level of fear appeal by 88％ interviewees,but the B film which is considered to have the lowest level of fear appeal by 60.9％ interviewees is regarded to be the most suitable for showing in China;For young non-smokers,the higher the fear appeal of video advertising on tobacco control,the better the effect of tobacco behavior change;For young smokers,the effect of video advertisementontobaeco control is not significant.Conclusion Video advertisements on tobacco control should be designed separately for smokers and non-smokers and should be carried out based on the characteristics of the youth.The key group of tobacco control communication should be the non-smokers.A variety of means of appeals,including fear appeals,should be used in tobacco control communication.