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

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.