TY  - BOOK
AU  - Chaieb Achour,Asma
AU  -  Gharbi,Abderrazak
TI  - Using fear or humor in anti-tobacco communication? Comparative optimism as an indicator of advertising effectiveness
PY  - 2018///.
							
N1  - 21
N2  - This article propose to compare the effectiveness of two advertising register: fear versus humor in no smoking campaign. Four advertising posters are tested for two emotional registers (fear-recommendations/ fear-threat / humor-recommendations/ humor without recommendations). Comparative optimism is considered as a pertinent indicator in the advertising register choice. Results show that respondents who are exposed to humorous and fear versions based on recommendations proceed by danger treatment with a highest score on the" Risk Behavior Diagnostic scale" for the humorous version. The findings of this article support also that comparative optimism should be encouraged to increase the effectiveness of anti smoking advertising
UR  - https://shs.cairn.info/journal-recherches-en-sciences-de-gestion-2017-5-page-21?lang=en&redirect-ssocas=7080
ER  -