媒介心理生理学视角下青年对烟酒公益广告中恐惧诉求与成瘾画面的认知与记忆机制研究  

Exploring Young AdultsCognitive and Memory Responses to Fear Appeals and Substance Cues in Anti-Substance Public Service Advertisements from a Media Psychophysiology Perspective

作　　者：刘佳炜 许玮菁 Jiawei Liu;Weijing Xu(School of Journalism and Communication,Jinan University)

机构地区：[1]暨南大学新闻与传播学院

出　　处：《全球传媒学刊》2024年第3期92-111,共20页Global Journal of Media Studies

基　　金：广东省基础与应用基础研究基金自然科学基金项目“成瘾物质的媒介形象呈现对青少年物质成瘾的影响:基于线索反应范式的实证研究”(项目编号:2314050006642)阶段性研究成果。

摘　　要：青年群体中的烟酒成瘾问题是全球公共卫生工作的重点。本研究依托线索反应范式及动机性认知理论,通过次级任务反应时间测试,分析公益广告中的恐惧诉求和烟酒展示对青年认知及记忆的影响。结果显示,无论是单纯借助高强度的恐惧诉求策略,还是配合展现烟酒制品实际使用情景的方式,均会导致研究对象的注意力分散,公益广告劝阻效果降低。此发现指出了公共卫生宣传中恐惧诉求与直观展示的局限性,为改进宣传策略提供了建议。Substance addiction(alcohol and tobacco consumption in particular)is becoming increasingly prevalent among young adults.This study adopted a media psychophysiology perspective to investigate the impact of fear appeals and substance cues in public service announcements(PSAs)on cognitive responses and later memory among youths.The experimental context employed Secondary Task Reaction Times as a measurement method.Our findings showed that both the high arousing fear appeal strategy and the presence of actual substance use lead to distraction and negative effects.Thus,the overemphasis on fear and alcohol and tobacco abuse use cues in PSAs not only fails to effectively dissuade young adults from alcohol and tobacco consumption but may also provoke counterproductive outcomes.This study underscores the limitations of such approaches in public health promotion and offers crucial insights for optimizing communication strategies.

关 键 词：成瘾物质线索 公益广告 线索反应范式 次级任务反应时间技术 

分 类 号：G206[文化科学—传播学] B842[哲学宗教—基础心理学]