Two years of AIDS publicity: a review of progress in Scotland

Hastings, Gerard; Eadie, Douglas; Scott, A C

doi:10.1093/her/5.1.17

Cited by 11 publications

(7 citation statements)

References 0 publications

Supporting

Mentioning

Contrasting

Order By: Relevance

“…Young people are simultaneously able to recognize that a drugprevention ad or smoking ad is "trying to scare us into not taking drugs or not smoking," and to find it personally irrelevant (Cohn, 1998;Hastings & MacFadyen, 2002). In a number of research projects conducted to help develop HIV/AIDS campaigns in the 1990s, Scottish teenagers recognized that the advertising was intended to frighten "people in general" or "others," but they did not identify with it: Shock approaches, they felt, would work for others but not for "me" (Hastings, Eadie, & Scott, 1990); similarly, smokers can describe a hard-hitting ad as good while claiming that it fails to scare them personally (MacAskill, Will, Hughes, & Eadie, 1993).…”

Section: Unclear Definitions and Limited Measuresmentioning

confidence: 99%

“…One way of coping with an unpleasant fear message is to deny its personal relevance (e.g., Hastings, Eadie, & Scott, 1990;Hastings, Leather, & Scott, 1987). Constant exposure to fear messages may encourage in some individuals feelings of invulnerability (Schoenbachler & Whittler, 1996): "it might happen to others but not to me."…”

Section: Health-damaging Consequencesmentioning

confidence: 99%

See 1 more Smart Citation

Fear appeals in social marketing: Strategic and ethical reasons for concern

Hastings

Stead

Webb

2004

Psychology and Marketing

453

404

View full text Add to dashboard Cite

This article criticizes the predominant use of fear appeals in social marketing. Laboratory studies, which have been the basis for most of the research on fear appeals and which generally suggest that high fear works, have limitations that include forced exposure, short-term measurement, and an overdependence on student samples. Although, unfortunately, field research evaluations of fear appeals are few, they usually reveal that fear has both weaker effects and unintended deleterious effects in real-world social marketing campaigns. Ethical concerns about fear appeals include maladaptive responses such as chronic heightened anxiety among those most at risk and, paradoxically, complacency among those not directly targeted, and increased social inequity between those who respond to fear campaigns, who tend to be better off, and those who do not, who tend to be the less educated and poorer members of society. Alternatives to fear appeals are the use of positive reinforcement appeals aimed at the good behavior, the use of humor, and, for younger audiences, the use of postmodern irony

show abstract

Section: Unclear Definitions and Limited Measuresmentioning

confidence: 99%

Section: Health-damaging Consequencesmentioning

confidence: 99%

Fear appeals in social marketing: Strategic and ethical reasons for concern

Hastings

Stead

Webb

2004

Psychology and Marketing

453

404

View full text Add to dashboard Cite

show abstract

“…It has been suggested that such notions of risk group membership on the basis of identity have now been abandoned in favour of references to high and low risk behaviours. This is to prevent a false sense of security among those who self-identify as heterosexual (Hastings, Eadie and Scott, 1990). More recently, Spears et al (1992) have suggested that the latest pronouncements on AIDS from government and media in the UK have made use of representations of 'high risk groups' rather than those of 'risky behaviours', thus implying that TYPES is still a fundamental assumption within public AIDS discourse.…”

Section: Discussionmentioning

confidence: 99%

Assumptions in people's talk about AIDS

Willig

1992

Community & Applied Soc Psy

View full text Add to dashboard Cite

Government AIDS education campaigns are based on a number of tacit assumptions. They presuppose that an increase in knowledge of HIV transmission routes will produce behaviour change in and of itself. In addition, the major slogans used in nationwide media campaigns make three further assumptions: 1. there are objective facts that are undisputably true, 2. such facts can be assessed via scientific inquiry, and 3. individual freedom of behavioural choice.Research reported in this paper aims to assess to what extent a consensus with regard to these assumptions can be expected among 'the general public'. The material presented in this paper is based on a series of depth interviews with 12 representative individuals. Qualitative analysis of interview transcripts via the identification of fundamental assumptions about the world in respondents' discourse revealed a concern with emotional and psychological factors which is not matched by national AIDS slogans.

show abstract

“…Whilst many studies concluded that fear arousal enhances persuasion (Higbee, 1969;King and Reid, 1990;La Tour and Pitts, 1989;Millar and Miller, 1998;Rotfeld, 1988), other researchers (Hovland et al, 1953) concluded that fear appeals often produce negative results, such as reinforcing the undesirable behaviour. Research following an HIV/AIDS prevention campaign in Scotland, for example, showed that the target group understood the intended message as 'to frighten people', but felt that the 'scare tactics' would not work for them (Hastings et al, 1990). Hyman and Tansey (1990) also established that campaigns using high levels of fear appeals tend to evoke extreme emotional response, such as becoming hostile or depressed.…”

Section: Background To the Studymentioning

confidence: 99%

Fear appeals in anti-smoking advertising: How important is self-efficacy?

Manyiwa

Brennan

2012

Journal of Marketing Management

View full text Add to dashboard Cite

in London. His research interests lie in consumer behaviour and marketing communications. In particular, Dr. Manyiwa focuses on issues to do with the interaction between advertising and consumer behaviour in the context of important social issues such as public health and consumer debt. Simon's work has been presented in the Journal of Consumer Behaviour Ross Brennan is a Reader in Marketing at Middlesex University. His research interests lie in social marketing, business to business marketing, and marketing education. Ross's work has been published in journals such as the

show abstract

Two years of AIDS publicity: a review of progress in Scotland

Cited by 11 publications

References 0 publications

Fear appeals in social marketing: Strategic and ethical reasons for concern

Fear appeals in social marketing: Strategic and ethical reasons for concern

Assumptions in people's talk about AIDS

Fear appeals in anti-smoking advertising: How important is self-efficacy?

Contact Info

Product

Resources

About