...
  • 主题
高级搜索  >
历史搜索 清空历史
首页> 外文期刊>Canadian journal of public health: Revue canadienne de sante publique >Marketing a hard-to-swallow message: recommendations for the design of media campaigns to increase awareness about the risks of binge drinking.
【24h】

Marketing a hard-to-swallow message: recommendations for the design of media campaigns to increase awareness about the risks of binge drinking.

机译：营销难以理解的信息：设计媒体活动的建议，以提高人们对暴饮暴食风险的认识。

获取原文
获取原文并翻译 | 示例
           
页面导航
  • 摘要
  • 著录项
  • 相似文献
  • 相关主题

摘要

BACKGROUND: Binge drinking, commonly defined as having more than five drinks on a single occasion, is a public health issue affecting two thirds of Canadian young adults between the ages of 19-24 years. To educate young adults about alcohol poisoning, a network of 16 Ontario Health Units developed and implemented a mass-media campaign. The focus of this article is to report on post-secondary students' perceptions about key media campaign strategies, elements and messages for future campaigns designed to increase awareness about the risks of binge drinking. METHODS: As part of a multi-method process evaluation, nine focus groups were facilitated to explore the young adults' knowledge, attitudes and beliefs about binge drinking and the campaign messages. Participants were also asked to identify specific marketing messages and techniques that would increase their level of awareness about the risks of binge drinking. RESULTS: Participants recommended that campaigns be targeted towards parents and high school and post-secondary school students. Participants provided recommendations for the types of messages, images, and language they perceived would capture the attention of young adults. Television, posters and the internet were identified as key media channels for disseminating health information about the risks associated with excessive alcohol consumption. CONCLUSION: The problem of binge drinking is pervasive across Canadian campuses and students are largely unaware of the risks associated with excessive alcohol consumption. To reach this target population, it is important for future media campaign developers to utilize language, definitions, graphics and channels of communication to which this group relates.
机译：背景：暴饮暴食通常被定义为一次喝五杯以上酒，这是一个公共卫生问题，影响到19-24岁之间的加拿大三分之二的年轻人。为了教育年轻人有关酒精中毒的知识，安大略省16个卫生部门组成的网络制定并实施了大众媒体宣传运动。本文的重点是报告大专学生对未来媒体宣传的关键媒体宣传策略，要素和消息的看法，这些宣传旨在提高人们对暴饮酒风险的认识。方法：作为多方法过程评估的一部分，九个焦点小组得到了促进，以探讨年轻人对暴饮暴食和运动信息的知识，态度和信念。还要求参与者确定特定的营销信息和技术，以提高他们对暴饮暴食风险的认识水平。结果：参与者建议将运动针对父母，高中和中学后的学生。参与者提供了有关他们认为会引起年轻人注意的消息，图像和语言类型的建议。电视，海报和互联网被认为是传播有关过度饮酒风险的健康信息的主要媒体渠道。结论：狂饮问题在加拿大各校区普遍存在，学生基本上没有意识到与过量饮酒有关的风险。为了达到这个目标人群，对于将来的媒体活动开发人员来说，重要的是要利用与该组有关的语言，定义，图形和沟通渠道。

著录项

相似文献

  • 外文文献
  • 中文文献
  • 专利
获取原文

客服邮箱：kefu@zhangqiaokeyan.com

京公网安备：11010802029741号 ICP备案号：京ICP备15016152号-6 六维联合信息科技 (北京) 有限公司©版权所有

  • 客服微信

  • 服务号