This study experimentally tested the effects of 2 types of content commonly found in anti-tobacco television messages-content focused on communicating a health threat about tobacco use (fear) and content containing disgust-related images-on how viewers processed these messages. In a 2 x 2 within-subjects experiment, participants watched anti-tobacco television ads that varied in the amount of fear and disgust content. The results of this study suggest that both fear and disgust content in anti-tobacco television ads have significant effects on resources allocated to encoding the messages and on recognition memory. Heart-rate data indicated that putting fear- or disgust-related content into anti-tobacco ads led to more resources allocated to encoding compared to messages without either feature. However, participants appeared to allocate fewer resources to encoding during exposure to messages featuring both fear and disgust content. Recognition was most accurate for messages that had either fear or disgust content but was significantly impaired when these 2 message attributes occurred together. The results are discussed in the context of motivated processing and recommendations about message construction are offered to campaign designers.
Résumé Le Portugal tient une place à part dans le si vaste marché international des telenovelas brésiliennes qui ont influencé jusqu’au vocabulaire du public portugais ou les goûts et les valeurs des plus jeunes. Le succès de ces programmes depuis la fin des années 1970, critiqué par certains comme une colonisation culturelle, a même conduit à la réalisation de telenovelas portugaises à partir des années 1990, devenues de sérieuses concurrentes pour leur modèle latino-américain.
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