Department of Communication Studies
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.
International Journal of Communication
University of Southern California, Annenberg School for Communication & Journalism
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Link to Publisher’s Edition
Sheer, Vivian C., and Ling Chen. "Intrinsic characteristics of health-related fear appeals from Chinese print OTC ads: Implications for fear message construction." International Journal of Communication 2 (2008): 936-958.