2017 | OriginalPaper | Buchkapitel
The Effects of Different Ad Appeals in Non-Prescription Drug Advertising: A Cross-Cultural Investigation
verfasst von : Isabell Koinig, Sandra Diehl, Barbara Mueller
Erschienen in: Advances in Advertising Research (Vol. VII)
Verlag: Springer Fachmedien Wiesbaden
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Concerns regarding health dominate the 21st century (Krisberg, 2004). Recent years have been characterized by a “health communication renaissance” (Bernhardt, 2004: 2051). Health communication refers to “any type of communication whose content is concerned with health” (Rogers, 1996: 15), addressing individuals and organizations with the goal of preventing illness and fostering health (Thompson et al., 2011).