Health Communication

Question 1

Effects of advertising and entertainment on health

Answer 1

mostly negative, linked to outcomes like smoking, drug use, or alcohol consumption

Question 2

Campaign

Answer 2

• inform/persuade/motivate behavior changes
• well defined and large audience generally
• non-commercial benefits
• individuals and/or society at large
• complemented by interpersonal support

Question 3

Five main reasons campaigs fail

Answer 3

1. selective attention of audience
2. Barriers to audience’s perceptions
3. Unsophisticated audience - targeting techniques
4. unrealistic goals
5. Lack of clear criteria for success

Question 4

Risk Learning Model

Answer 4

includes messages that impart new information about health risks and behaviors that minimize those risks

Question 5

Four types of messages that increase self-protective behaviors

Answer 5

1. Severity
2. Vulnerability
3. Response efficacy (effectiveness of behaviors)
4. Self-efficacy (ability to perform behaviors)

Question 6

Stereotype Priming Models

Answer 6

include messages that prime existing stereotypes and good or bad images of those who do or don’t behave as advised

Question 7

Media Advocacy

Answer 7

involves public health agents attempting to focus media on health issues to affect social or public policy

Question 8

Edutainment

Answer 8

includes health messages embedded in entertainment that may get information to people who do not seek or value health information