“Fix All of Your Mental Problems”: Message Appeals and the Use Of
Personalised Messaging in the Advertising of Digital Mental
Health and Well-Being Services
Patrick Vallely
Abstract:<p><strong>It is common practice for advertisements relating to digital mental health and well-being services to include very bold and vague (abstract) claims when portraying the app’s benefits, as opposed to more informative or specific messaging (concrete). This often translates to advertising messages such as “Relieve all of your stress”, “Live better”, or “Fix all of your mental problems”. Personalised features within advertisements are also occasionally used for some services in order to furth… Show more
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