NIH Radio
NIDA Study Suggests Low-Key Anti-Smoking Ads Are More Likely to Be Remembered than Attention-Grabbing Messages – 2
Narrator: This is NIH Health Matters. For the first time, preliminary research using brain-imaging technology has shown that low-key and attention-grabbing anti-smoking public service announcements or ads stimulate different patterns of activity in smokers’ brains. Dr. Steven Grant at the National Institute on Drug Abuse explains that the attention-grabbing ads activate the back of the brain.
Dr. Grant: The visual areas of the brain as well as auditory sensory areas of the brain because there’s a lot of rapidly changing information.
Narrator: Dr. Grant says the finding suggest that the attention-grabbing format may impede retention. For more information this study, visit www.nih.gov. Health Matters is produced by the National Institutes of Health, part of the US Department of Health and Human Services.
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