Increasing Mental Health Literacy via Narrative Advertising
- 8 February 2008
- journal article
- research article
- Published by Taylor & Francis Ltd in Journal of Health Communication
- Vol. 13 (1), 37-55
- https://doi.org/10.1080/10810730701807027
Abstract
This research explored the effectiveness of narrative advertising and argument advertising in increasing mental illness (depression) literacy. Results showed that narrative advertising was more effective than argument advertising at engaging participants in experiential immersion, resulting in greater sympathy toward those suffering from depression. In addition, narrative advertising better involved participants in issue elaboration and increased willingness to seek professional help. Finally, in comparison with argument advertising, narrative advertisements were rated higher in providing vivid information, resulting in an increase in participants' perceived efficacy in recognizing friends or family suffering from depression.Keywords
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