COM CM 280 Lecture Notes - Lecture 22: Public Health Reports, Big Tobacco, Fear Appeal

• School: Boston University
• Department: Mass Communication, Advertising & Public Relations
• Course: COM CM 280
• Professor: Traci Hong

Document Summary

In states with comprehensive tobacco prevention programs, tobacco companies increase marketing efforts: media campaign. Meta-analysis 8% effect size on target population. Most successful topics: prevention-based campaigns: seat belts, drinking and driving. Smoking and drugs sensation-based campaigns: less successful. Definitions: obesity: bmi of 30 or higher. Crash test dummies [vince & larry] video campaign: example. Buckle up what your love : emotional appeal, hypocrisy appeal, example. Dinged : enforcement you don"t want to get a ticket, fear appeal, motorcycle helmets, enforcement, all states except illinois and iowa have motorcycle safety laws, example. Video psa: education, fear appeal implied threat of injury or death, texting and driving, enforcement. Illegal in 48 states and dc: example. Don"t text and drive psa: fear appeal, drunk driving, friends don"t let friends drive drunk , alcohol related driving deaths reach all time low in 1998, helped coin the term designated driver , example.