NIH Radio
NIDA Study Suggests Low-Key Anti-Smoking Ads Are More Likely to Be Remembered than Attention-Grabbing Messages – 1
Narrator: This is NIH Health Matters. Should smoking prevention public service announcements or ads be low-key, or attention grabbing…
Dr. Grant: The question is about how smoking prevention ads should be constructed.
Narrator: Dr. Steven Grant with the National Institute on Drug Abuse explains that a new study using brain-imaging technology reveals that low-key anti-smoking ads are more likely to be remembered than attention-grabbing ones.
Dr. Grant: This study was a study of how the brain processes information in smoking prevention ads.
Narrator: Dr. Grant emphasizes that the findings are new in that they offer a general approach for objectively evaluating ads before they are released. Health Matters is produced by the National Institutes of Health, part of the US Department of Health and Human Services.
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