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Evaluating the Effectiveness of Four Antismoking Cartoon Posters With Humor and Threat Elements

Sun, June 12, 8:00 to 9:15, Fukuoka Hilton, Navis B

Abstract

This study evaluated four humor-threat antismoking cartoon posters among teenagers of 12-15 year olds (N =183). A 5-group-comparison (including control group) experiment revealed that these posters did not increase antismoking attitudes but decreased antismoking behavior intentions. The better liked, more humorous and frightening poster did not result in greater antismoking attitudes or behavior intentions. Further, aided recall exhibited no relationship with any message characteristics of the cartoon posters. These findings warrant the development of theories that clarify the role of humor in health communication. Although cartoons are well liked by adolescents, antismoking practitioners must be aware of possible negative effects of humor in designing cartoon-based messages.

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