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.
About NIH Radio
NIH Radio offers free audio news programs from the National Institutes of Health, your reliable source for health information.
All NIH Radio content is in the public domain and can be used without charge or restriction provided that it is not used to misrepresent our agency nor used to suggest we endorse any private organization, product, or service.
NIH Radio is a service of the Office of Communications & Public Liaison.