Applying the extended parallel process model to examine posters in the 2008 Chinese Annual Anti-Drug Campaign
The present study sought to examine the content structure of the contemporary anti-drug campaign posters in China through the lens of the Extended Parallel Process Model. Four major factors of the EPPM (severity, susceptibility, response efficacy, and self-efficacy) served as the main coding categories of the content analysis to assess anti-drug posters’ potential persuasiveness. The findings revealed that the severity of drug abuse (n = 130, 87.2%) was communicated significantly more frequently than the other three factors, and response efficacy (n = 10, 6.7%) was significantly less prominent than the other three factors. “Legal punishment” is the most popular severity theme for both verbal (n = 71, 47.7%) and visual (n = 55, 36.9%) threats.
Cited by (3)
Cited by three other publications
Wong, May L-Y
2022.
Multimodality in Hong Kong government posters from the 1950s–1980s: an appraisal analysis and the discursive construction of legitimation.
Semiotica 2022:246
► pp. 249 ff.
Zeng, Yonghui, Li Han, Yu Cheng & Cindy Xinshan Jia
2022.
How Anti-Substance Abuse Campaigns Influence Substance Abusers’ Psychological Health in Chinese Communities: The Mediating Role of Perceived Stigma.
International Journal of Environmental Research and Public Health 19:11
► pp. 6687 ff.
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