Designing health messages : approaches from communication theory and public health practice
"How do you design an effective message for a health campaign? Designing Health Messages explores this question from both theoretical and practical perspectives. The contributors, all well known for cutting-edge research in their field, demonstrate the necessity of basing message design decisions on appropriate theories of human behavior and communication effectiveness by synthesizing and integrating knowledge and insights from communication and health behavior change. The first section covers theory-driven approaches and includes content and linguistic considerations, the role of fear in content, and using positive affect. Part II discusses audience-centered strategies and looks at the "America Responds to AIDS" campaign and the cancer communication's "5 a Day for Better Health" program. This comprehensive volume concludes with recent developments and policy and administrative practices for health message design. A much-needed book, Designing Health Messages is an indispensable resource and an essential aid for professors, students, and professionals in communication, specifically mass communication, and public health."--Jacket
Print Book, English, 1995
Sage Publications, Thousand Oaks, Calif., 1995
xiii, 304 pages : illustrations ; 23 cm
9780803953970, 9780803953987, 0803953976, 0803953984
31434183
Motivation to attend to health messages: presentation of content and linguistic considerations / Roxanne Louiselle Parrott
Encouraging risk reduction: a decision-making approach to message design / David R. Holtgrave, Barbara J. Tinsley, and Linda S. Kay
Moving people to behavior change: a staged social cognitive approach to message design / Edward W. Maibach and David Cotton
Fear appeals in health promotion campaigns: too much, too little, or just right? / Jerold L. Hale and James Price Dillard
Thinking positively: using positive affect when designing health messages / Jennifer L. Monahan
Designing messages for behavioral inoculation / Michael Pfau
Reaching young audiences: developmental considerations in designing health messages / Erica Weintraub Austin
Fishing for success: using the persuasive health message framework to generate effective campaign messages / Kim Witte
Using research to inform campaign development and message design: examples from the "America responds to AIDS" campaign / Glen J. Nowak and Michael J. Siska
Choosing audience segmentation strategies and methods for health communication / Michael D. Slater
The gatekeeping process: the right combinations to unlock the gates / John McGrath
Use of database marketing and comsumer-based health communication in message design: an example from the Office of Cancer Communications' "5 a day for better health" program / R. Craig Lefebvre, Lynne Doner, Cecile Johnston, Kay Loughrey, George I. Balch, and Sharyn M. Sutton
Supplementing health campaign messages: recent developments in informing patients about their prescription drugs / Sharon Lee Hammond
Enabling health: policy and administrative practices at a crossroads / Roxanne Louiselle Parrott, Mary Louise Kahl, and Edward W. Maibach