Increasing Mental Health Literacy via Narrative Advertising

Chang, Chingching

doi:10.1080/10810730701807027

Cited by 113Media Influence and HealthMental Health Treatment and AccessBehavioral Health and Interventions

Increasing Mental Health Literacy via Narrative Advertising

Chang, Chingching·2008·Journal of Health Communication

DOI 10.1080/10810730701807027

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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.

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Authors: Chang, C.
Affiliations: National Chengchi University (TW)
Corresponding author: Chang, Chingching
ORCID: Chang, Chingching
Venue: Journal of Health Communication
Publisher: Informa UK Limited
Published: 2008-02-08
Volume: 13
Issue: 1
Pages: 37-55
ISSN: 1081-0730 (ISSN-L)
1087-0415
DOI: 10.1080/10810730701807027
OpenAlex: W2084302167
Cited by: 113
References: 53
Citations by year: 2026: 2 · 2025: 4 · 2024: 10 · 2023: 12 · 2022: 6 · 2021: 5 · 2020: 11 · 2019: 12 · 2018: 5 · 2017: 6 · 2016: 9 · 2015: 6 · 2014: 7 · 2013: 8 · 2012: 2
FWCI: 58.22
Type: journal article
Language: en
Open access: closed
Locations: Journal of Health Communication (publishedVersion)
PubMed (publishedVersion)
Topics: Social Sciences › Arts and Humanities › Literature and Literary Theory › Media Influence and Health
Social Sciences › Psychology › Social Psychology › Mental Health Treatment and Access
Social Sciences › Psychology › Applied Psychology › Behavioral Health and Interventions
Keywords: mental health literacy, depression, narrative advertising, empathy, help-seeking, perceived efficacy, health communication
MeSH terms: Adult, Advertising, Analysis of Variance, Depression, Educational Status, Female, Humans, Male, Mental Health, Regression Analysis, Taiwan

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Increasing Mental Health Literacy via Narrative Advertising

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