Finding the keys to successful adult-targeted advertisements on obesity prevention: An experimental audience testing study

Abstract

Background: Mass media communications are an important component of comprehensive interventions to address population levels of overweight and obesity, yet we have little understanding of the effective characteristics of specific advertisements (ads) on this topic. This study aimed to quantitatively test audience reactions to existing adult-focused public health television ads addressing overweight and obesity to determine which ads have the highest levels of message acceptance, argument strength, personalised perceived effectiveness and negative emotional impact. Methods: 1116 Australian adults aged 21-55 years recruited from a national online panel participated in this web-based study. Quo..