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Using
Fear to Reach Military Members
A Content-analytic study of Defense
Department PSAs
The purpose of this study is to examine the use of
fear appeal messages by the military in health promotion campaigns.
Specifically, this paper reports the findings of a content analysis of existing
PSAs in terms of the severity, susceptibility, efficacy, and self-efficacy
themes in the fear messages.
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Fear appeals are the persuasive messages that
emphasize the harmful physical or social consequences on failing to comply with
the recommendations of the message.
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An ounce of prevention...
Preventive medicine is good for the military and
its members...but how do we get that message out?
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Is that a threat?!
Researchers listened to 189 military PSAs to determine their content...
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Crunchin' the numbers
Results indicate a high percentage of DoD health promotion ads use fear
appeals...
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So What?
Why is this important and where do we go from here? |
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