The Persuasive Effects according to Types of Exercise Promotion Advertisements for Obesity Prevention in Elementary School Students

Abstract

This study was to identify the persuasive effects of exercise promotion advertisements for obesity prevention according to the source types(ordinary people, experts, celebrity endorsers) and advertising message types(slices of life, testimonials). Gender, height, body weight, BMI, attitude toward obesity(Aob) and exercise(Aex), and intention to exercise(Iex) were collected from 626 elementary school students in a pretest. After 2 months, six advertisements type attached to a questionnaire were provided for 20 minutes and then Aob, Aex, Iex, source credibility and attitude toward advertisements(Aad) were collected in posttest. 1) In posttest the Iex of 6 the groups increased significantly compared with that of the pretest, 2) Source credibility of the Ordinary+Testimonial group was lower than the Celebrity+Testimonial, Celebrity+Slice of life, Ordinary+Slice of life, and Expert+Testimonial groups. Aad of the Celebrity+Testimonial group was higher than the Ordinary+ Testimonial group. 3) The Main effect and interaction effect of source types and advertising message types were significant in source credibility and Aad. Persuasive effects of exercise promotion advertisements in elementary school students was found to be the most effective in Celebrity+Testimonial. This study suggests that selection of health education advertisements according to demographic characteristics is important to promote persuasive effects.