NIDA Study Suggests Low-Key Anti-Smoking Ads Are More Likely to Be Remembered than Attention-Grabbing Messages – 4
Narrator: This is NIH Health Matters. TV public service announcements or ads are an important way to promote smoking cessation. Brain-imaging research shows that ones taking a low-key approach are more memorable.
Dr. Grant: The high message sensation value ads were processed in a shallow manner.
Narrator: Dr. Steven Grant with the National Institute on Drug Abuse explains that attention grabbing ads never get past sensory processing.
Dr. Grant: The low message sensation value ads activated areas in the frontal lobe that are involved in deep processing. So, the meaning of the ads were being processed.
Narrator: Dr. Grant says that when asked, people in a recent study remembered the low message sensation value ads better. Health Matters is produced by the National Institutes of Health, part of the US Department of Health and Human Services.
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