Document Type

Journal Article

Department/Unit

Department of Communication Studies

Abstract

Focusing on intrinsic message characteristics, a textual analysis of unique print ads of over-the-counter medicine (OTC) from China suggests cross-cultural validity of the four-component structure — severity, susceptibility, response efficacy, and personal efficacy — for fear-appeal construction. The content and message framing reflect the Chinese cultural values of auspiciousness, family harmony, relational co-dependence, and “face,” and also explain the additional feature of “other efficacy” findings. An extended fear message model is proposed to incorporate the targeting approach of self-efficacy, other efficacy, value sensitive threats, and susceptibility portrayal.

Publication Year

2008

Journal Title

International Journal of Communication

Volume number

2

Publisher

University of Southern California, Annenberg School for Communication & Journalism

First Page (page number)

936

Last Page (page number)

958

Referreed

1

Comments

Copyright © 2008 (Vivian C. Sheer & Ling Chen). Licensed under the Creative Commons Attribution Noncommercial No Derivatives (by-nc-nd). Available at http://ijoc.org.

Link to Publisher’s Edition

http://ijoc.org/index.php/ijoc/article/view/360

Included in

Communication Commons

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