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首页> 外文期刊>Journal of health communication >Cover Lines Using Positive, Urgent, Unique Language Entice Moms to Read Health Communications
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Cover Lines Using Positive, Urgent, Unique Language Entice Moms to Read Health Communications

机译：使用积极，紧急，独特的语言吸引妈妈阅读健康交流的掩护线

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摘要

Crafting messages that capture consumer interest is a frequent challenge of health communicators. A better understanding of the techniques magazine editors use to create cover lines may aid health communicators in their efforts to arouse interest in their communiques. This study (a) content-analyzed magazine cover lines, (b) used content analysis findings to create health-related cover lines, and (c) assessed the degree to which the health-related cover lines fostered motivation to read the health communication. Cover lines (N=867) from 11 magazines published in 2012 frequently read by mothers of young children used a variety of themes, with those focusing on informative/how-to, control/improve, and unique/special being most common. Health communication experts used key descriptor terms corresponding to each theme and wrote 310 cover lines for topics focusing on childhood obesity prevention strategies. Unpaired t tests revealed that mothers of young children (N=77) reported they were significantly (p<.05) more motivated to read a short, health-related magazine article when cover lines had a happiness/fun, unique/special, or quick/urgency theme and were significantly less motivated to read when cover lines used a control/improve theme. Study findings may help health communicators create cover lines that better attract reader attention.
机译：制作吸引消费者兴趣的消息是健康交流者经常面临的挑战。更好地了解杂志编辑创建封面线所使用的技术，可能有助于健康宣传人员努力提高对公报的兴趣。这项研究（a）对内容进行了分析的杂志封面行，（b）使用内容分析结果来创建与健康相关的封面行，并且（c）评估了与健康相关的封面行促进阅读健康信息的动机的程度。 2012年出版的11本杂志的封面线（N = 867）由幼儿母亲经常阅读，使用了多种主题，其中以信息性/操作性，控制性/改进性和独特性/特殊性为重点。卫生交流专家使用了与每个主题相对应的关键描述符术语，并针对主题为儿童肥胖预防策略的主题撰写了310篇封面。未配对的t检验显示，年幼的母亲（N = 77）报告说，当封面线具有快乐/有趣，独特/特殊或特殊时，他们更有动力阅读与健康相关的简短杂志文章快速/紧急主题，当封面线使用控制/改善主题时，阅读动机明显不足。研究结果可能有助于健康交流者创建封面线，从而更好地吸引读者的注意力。

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