Humor Effects in Shame-Inducing Health Issue Advertising: The Moderating Effects of Fear of Negative Evaluation

Yoon, Hye Jin

doi:10.1080/00913367.2015.1018463

Cited by 43 publications

(39 citation statements)

References 44 publications

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“…Humor was concluded to act to alleviate threat for low NFC and to act as a distractor for high NFC. Yoon (2015) found that for topics with high levels of shame (e.g., an STD), humor was less effective for those low in fear of negative evaluation (a construct similar to social anxiety) but more effective for those high in fear of negative evaluation. The author concluded that humor is especially important to consider for socially anxious individuals and high-shame topics.…”

Section: Need For Cognition and Fear Of Negative Evaluationmentioning

confidence: 99%

“…Kruvand and Bryant Figure 9 Meta-Analysis of Intention by Message Format (2015) and Fraustino and Ma (2015) adapted a CDC blog post to test humor in online emergency preparedness messages. Many studies (Brooker, 1981;Conway & Dubé, 2002;Mukherjee & Dubé, 2012;Shifman, 1994;Yoon, 2015;Yoon & Mayer, 2014;Yoon & Tinkham, 2013) used print ads, likely due to their convenience and low cost.…”

Section: Message Formatmentioning

confidence: 99%

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Humor in public health messaging

Schumacher¹

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Thank you to Dr. Deborah Dawson, an incredible mentor and role model, who provided very helpful guidance on the meta-analysis. Without several friends and classmates, this dissertation truly could not have been completed. Anne Welhaven-without you, I would still be in that archive in Urbana, taking photos of Ad Council ads. Anne Abbott-your enthusiasm for the content analysis made the final product so much better and the process so much more fun! Christine Kava-every time I see that stack of forms you filled out I remember how lucky I am to have a friend like you; now that my dissertation is complete we can catch up on our TV! I also owe a debt of gratitude to my parents for always encouraging my curiosity and thirst for knowledge. I've almost got a real job, Dad, and I couldn't have done it without you and Mom's support. And finally, I must thank my friend Michael, who has always been a great support and was determined that this quote go in my dissertation: "Humor can be dissected, as a frog can, but the thing dies in the process and the innards are discouraging to any but the purely scientific mind."-E.B. & K.S. White

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Section: Need For Cognition and Fear Of Negative Evaluationmentioning

confidence: 99%

Section: Message Formatmentioning

confidence: 99%

Humor in public health messaging

Schumacher¹

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“…The order of the three ads each group viewed was randomized. Since the objective of this study was to examine the effects of these ads, stimuli was presented on a computer screen, similarly to other studies in advertising research that investigate ad effects (Yoon 2015). Participants were instructed to view the ads in a general way (i.e.…”

Section: Figure 18mentioning

confidence: 99%

“…Female sexual objectification, common in advertising for extended periods of time(Kacen and Nelson 2002), is the opposite of sexual power. While previous research has studied the consequences of female sexual objectification in ads and mediaZimmerman and Dahlberg 2008;Szymanski, Moffitt, and Carr 2010), there has been little research investigating the impact of female sexual power portrayals on ad receivers. Consistent with Essay 1, power has been defined as "having the ability to change the behavior of others or self", and sexual power is defined as women exercising their sexuality and attractiveness, being agentive about their sexual choices and decisions, and having power because such women are "alluring" and"seductive."…”

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confidence: 99%

Female power portrayals in ads: Dimensions and consequences

Kordrostami¹

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Stereotypical female portrayals are still common in advertisements while the role of women in society has progressed. In recent years, it appears there has been a move toward portraying women in power positions in ads. The first part of this research focuses on this new trend of female portrayals in ads. Power is defined as the capability to change others'/self behavior. Building on theories of social power and feminine power, a new typology for different types of female power in ads is proposed. This typology includes five types of female power in ads including sexual power, athletic power, expert power, family power, and empowerment. To determine the viability of this classification system, participants are asked to complete a sorting task. A set of current pre-rated print ads are given to participants for them to sort into ads that demonstrate a similar type of female power in the same category. Multidimensional scaling and hierarchical clustering of the results from sorting is used to extract the underlying dimensions of female power in ads and provide empirical evidence for the proposed typology. The second part of this research focuses on one type of female power-sexual power. Portrayals of power could show different types of pride as a characteristic of the female model. Social comparison theory suggests individuals constantly compare themselves with others, self-referencing can enhance the impact of social comparison. One of the important characteristics of sexual power images in ads is the portrayal of pride. Based on how pride is derived (authentic vs hubristic), different types of envy are likely to result. Envy can be categorized as either malicious or benign. This research proposes social comparison and selfreferencing in this situation will lead to envious responses in female receivers, with selfreferencing enhancing social comparison. In addition, the type of pride portrayed in the ad vii will influence female receivers' attitudes toward ads. Comparing one's self with proud, sexually attractive females in ads is likely to make women envious. When this envy is malicious (in response to hubristic pride), female receivers are likely to become hostile against the portrayed female model in the advertisement and, subsequently, against the brand. However, when envy is benign (in response to authentic pride), female receivers are believed to try to improve themselves to resemble the models. Two different experiments are utilized to study these effects and processes.

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“…13 Further to this, I understand that, unlike the primary focus on the four emotions identified, there is a case to be made for a secondary focus on how these emotions can lead to the experiences of other emotions, such as fear, further down the appraisal process. For instance, recent studies suggest that individual reactions to the experience of shame (elicited by negative evaluations by valued others) tend to correlate with the fear of negative evaluations -i.e., the fear we might experience in relation to negative evaluations (see Yoon, 2015). In addition, prior research has shown that the experience of shame can itself generate feelings of other-directed anger and hostility.…”

Section: Range Of Emotion Examinedmentioning

confidence: 99%

Introduction

Emancipation Through Emotion Regulation at Work

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Humor Effects in Shame-Inducing Health Issue Advertising: The Moderating Effects of Fear of Negative Evaluation

Cited by 43 publications

References 44 publications

Humor in public health messaging

Humor in public health messaging

Female power portrayals in ads: Dimensions and consequences

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