The visual framing of graphics when used in preventative health digital news packages: exploring the use of a narrative structure as the message infrastructure

摘要

Visual framing can improve health-message effectiveness. Narrative structure provides a template needed for determining how to. frame visuals to maximise message effectiveness. Participants (N= 190) were assigned to a message condition determined by segments (estab-lisher, initial, peak), graphic (static, animated) and cancer (lung, melanoma). ANOVAs revealed that melanoma was more believable than lung cancer with static graphics at the establisher and peak; narratives were more believable with animated graphics at the peak segment; melanoma elicited greater positive attitudes; graphics in the peak influenced greatest intentions. Animated graphics visually framed to emphasise information at the establisher and peak segments suggest maximum effectiveness.