How Message Framing and Visual Cues Drive Health-Related Ad Effectiveness
研究信息框架和视觉线索对推广孕妇及其家庭进行omega-3筛查的广告效果的影响，发现孕妇群体对正面框架加情感视觉线索反应更好，而普通受众无论广告条件都有高筛查意愿。
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.