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What is Message Appeal

Chapter 22
Handbook of Research on Representing Health and Medicine in Modern Media
All (informative or emotional) cues that are utilized in promotional messages to attract both consumers’ interest and attention, further steering their feelings towards the advertised service or product (Kinnear et al., 1995).
Published in Chapter:
Designing COVID-19 Campaigns to Achieve Individual Compliance: Examples From Austria, the U.S., and Australia
Isabell Koinig (Alpen-Adria-Universität Klagenfurt, Austria)
Copyright: © 2021 |Pages: 25
DOI: 10.4018/978-1-7998-6825-5.ch022
Abstract
The literature describes a pandemic as a unique form of health crisis that requires intensive communicative efforts. The primary aim of this study is to investigate how COVID-19 health communication campaigns are designed on three continents to get individuals to comply with the proposed actions and measures. Results indicate that the prevalence of emotional messages correspond with previous research findings, which demonstrated that similarity with a testimonial and narratives can be useful tools to increase message effectiveness. Hence, government officials are advised to invest in message presentation.
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