chapter  8
17 Pages

Public Health Campaigns: IndividualMessage Strategies

Use ofthe mass media to persuade persons to engage in or avoid specific behaviors has been a subject of research for many years, but effective means of accomplishing this remain relatively elusive. Early experimental research dealt with such questions as the level of fear appeals in getting people to brush their teeth (Janis & Feshbach, 1953) and early survey research with the effectiveness of mass media in persuading individuals to vote for particular candidates (Berelson, Lazarsfeld, & McPhee, 1954; Lazarsfeld, Berelson, & Gaudet, 1948).