刘佳炜,许玮菁

• 1:暨南大学新闻与传播学院

摘要(Abstract)：

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。

关键词(KeyWords)： 成瘾物质线索;公益广告;线索反应范式;次级任务反应时间技术

Abstract:

Keywords:

基金项目(Foundation): 广东省基础与应用基础研究基金自然科学基金项目“成瘾物质的媒介形象呈现对青少年物质成瘾的影响:基于线索反应范式的实证研究”(项目编号:2314050006642)阶段性研究成果

作者(Author): 刘佳炜,许玮菁

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