RT Journal Article
SR Electronic
T1 How Message Framing and Visual Cues Drive Health-Related Ad Effectiveness
JF Journal of Advertising Research
JO J Advert Res
FD WARC
SP 18
OP 38
DO 10.2501/JAR-2024-003
VO 64
IS 1
A1 Northcott, Celine
A1 Middleton, Philippa
A1 Makrides, Maria
A1 Simmonds, Lucy
YR 2024
UL http://www.journalofadvertisingresearch.com/content/64/1/18.abstract
AB This study examines the impact of message framing and visual cues on the effectiveness of social and mass media advertising promoting omega-3 screening programs for pregnant people and their families. (Taking omega-3 supplements during pregnancy may reduce the risk of premature birth for pregnant people who are deficient in this nutrient.) Women of childbearing age responded better to positively framed messages with emotional visual cues, whereas the general audience had high screening intentions regardless of the advertising condition. Processing fluency directly affected respondents’ intentions to screen, attitudes, and awareness. A dose-response relationship between attitudes, awareness, and intentions to screen was observed, whereas no moderation or moderated-mediation pathways were detected. Advertisements promoting omega-3 screening should emphasize its benefits and consider the interplay between advertising attitudes and awareness.