本文从恐惧诉求、规范性诉求、信息表述方式和框架分析四个理论框架出发,通 过对2010年-2013年的香港流感公益广告进行内容分析,来研究评估其宣传效果。研究 发现大部分的流感广告从健康传播的角度存在策略性的不足:目标人群定位不明确, 缺乏对高危人群的针对性宣传;没有清晰地说明流感的威胁和流感疫苗的效能,无法 发挥恐惧诉求的作用;以及说教性太强,无法引起受众的共鸣。本文基于健康传播的 角度给予了改进的意见和建议。

The effectiveness of government health messages promoting influenza vaccination in Hong Kong was evaluated using content analysis of all the public service announcements deployed during 2010–2013. Threat appeals, normative appeals, message tone and message framing were analyzed. The results suggest that many messages were poorly tailored, loosely targeted and delivered too didactically. Most messages failed to present balanced information about influenza threats, the effectiveness and safety of vaccination, and self-efficacy to protect themselves and their families. The messages were too generally targeted, lacking proper target segmentation and ignoring certain high-risk groups. Implications for designing future influenza vaccination promotions are discussed.