Journal article

Designing Effective Testimonial Pictorial Warning Labels for Tobacco Products

Emily Brennan, Erin Maloney, Yotam Ophir, Joseph N Cappella

Health Communication | ROUTLEDGE JOURNALS, TAYLOR & FRANCIS LTD | Published : 2019

Abstract

Warning labels on tobacco products sometimes feature images and stories of real people whose health has been affected by smoking. We examined effects of some of the design elements that may contribute to the effectiveness of these testimonial pictorial warning labels (PWLs). Beginning with a testimonial PWL that contained an image of a person and a basic warning statement (e.g., "Smoking can kill you"), we examined the impact of adding: (a) text detailing the person's name, age and health status (identifiers); and (b) explanatory statements that elaborated on the basic warning using a testimonial or non-testimonial message. In an online experiment, 1255 adult smokers in the United States wer..

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Grants

Awarded by Food and Drug Administration's Center for Tobacco Products


Funding Acknowledgements

This work was supported by the National Cancer Institute of the National Institutes of Health and the Food and Drug Administration's Center for Tobacco Products (P50CA179546). The content is solely the responsibility of the authors and does not necessarily represent the official views of the National Institutes of Health or the Food and Drug Administration