Venus, Mars and the Sun : gender differences in the persuasive efficacy of GIFs with positive and negative emotional valence on promoting sunscreen use
Guided by the Limited Capacity Model of Motivated Mediated Message Processing (LC4MP), this study explored the persuasive efficacy of Graphics Interchange Formats (GIFs) and the moderating effect of gender on visual format and emotional valence. We conducted a 2 (visual format) x 2 (emotional valenc...
| Main Authors: | , , , |
|---|---|
| Other Authors: | |
| Format: | Final Year Project (FYP) |
| Language: | English |
| Published: |
2019
|
| Subjects: | |
| Online Access: | http://hdl.handle.net/10356/76627 |
| _version_ | 1824454791797932032 |
|---|---|
| author | Lee, Bianca Ann Lee, Lena Cheng Yeng Liang, Tessa Su En Ang, Zandra Rui Yi |
| author2 | Kim Hye Kyung |
| author_facet | Kim Hye Kyung Lee, Bianca Ann Lee, Lena Cheng Yeng Liang, Tessa Su En Ang, Zandra Rui Yi |
| author_sort | Lee, Bianca Ann |
| collection | NTU |
| description | Guided by the Limited Capacity Model of Motivated Mediated Message Processing (LC4MP), this study explored the persuasive efficacy of Graphics Interchange Formats (GIFs) and the moderating effect of gender on visual format and emotional valence. We conducted a 2 (visual format) x 2 (emotional valence) x 3 (message repetition) between- within subjects mixed design to examine the persuasiveness of messages promoting sunscreen use. Key findings were: (a) men were more persuaded by animated GIFs (vs. static graphics), (b) women were more persuaded by negative valence (vs. positive), (c) for animated GIFs, there was no significant difference in persuasion between positive and negative valence for both men and women, whereas for static graphics, men were more persuaded by positive valence and women by negative, and (d) within negative valence, men were more persuaded by animated GIFs (vs. static graphics) and women by static graphics (vs. animated GIFs). This paper contributes to LC4MP literature by exploring the use of GIFs in health communications, and gender as a moderator of visual format and valence. It discusses theoretical and practical implications of our findings, detailing the use of GIFs as a persuasion tool, and the best practices to tailor gender-specific health messages using visual format and valence. |
| first_indexed | 2025-02-19T03:27:56Z |
| format | Final Year Project (FYP) |
| id | ntu-10356/76627 |
| institution | Nanyang Technological University |
| language | English |
| last_indexed | 2025-02-19T03:27:56Z |
| publishDate | 2019 |
| record_format | dspace |
| spelling | ntu-10356/766272019-12-10T13:57:09Z Venus, Mars and the Sun : gender differences in the persuasive efficacy of GIFs with positive and negative emotional valence on promoting sunscreen use Lee, Bianca Ann Lee, Lena Cheng Yeng Liang, Tessa Su En Ang, Zandra Rui Yi Kim Hye Kyung Wee Kim Wee School of Communication and Information DRNTU::Social sciences::Communication::Promotional communication::Communication campaigns Guided by the Limited Capacity Model of Motivated Mediated Message Processing (LC4MP), this study explored the persuasive efficacy of Graphics Interchange Formats (GIFs) and the moderating effect of gender on visual format and emotional valence. We conducted a 2 (visual format) x 2 (emotional valence) x 3 (message repetition) between- within subjects mixed design to examine the persuasiveness of messages promoting sunscreen use. Key findings were: (a) men were more persuaded by animated GIFs (vs. static graphics), (b) women were more persuaded by negative valence (vs. positive), (c) for animated GIFs, there was no significant difference in persuasion between positive and negative valence for both men and women, whereas for static graphics, men were more persuaded by positive valence and women by negative, and (d) within negative valence, men were more persuaded by animated GIFs (vs. static graphics) and women by static graphics (vs. animated GIFs). This paper contributes to LC4MP literature by exploring the use of GIFs in health communications, and gender as a moderator of visual format and valence. It discusses theoretical and practical implications of our findings, detailing the use of GIFs as a persuasion tool, and the best practices to tailor gender-specific health messages using visual format and valence. Bachelor of Communication Studies 2019-04-01T05:04:08Z 2019-04-01T05:04:08Z 2019 Final Year Project (FYP) http://hdl.handle.net/10356/76627 en Nanyang Technological University 49 p. application/pdf |
| spellingShingle | DRNTU::Social sciences::Communication::Promotional communication::Communication campaigns Lee, Bianca Ann Lee, Lena Cheng Yeng Liang, Tessa Su En Ang, Zandra Rui Yi Venus, Mars and the Sun : gender differences in the persuasive efficacy of GIFs with positive and negative emotional valence on promoting sunscreen use |
| title | Venus, Mars and the Sun : gender differences in the persuasive efficacy of GIFs with positive and negative emotional valence on promoting sunscreen use |
| title_full | Venus, Mars and the Sun : gender differences in the persuasive efficacy of GIFs with positive and negative emotional valence on promoting sunscreen use |
| title_fullStr | Venus, Mars and the Sun : gender differences in the persuasive efficacy of GIFs with positive and negative emotional valence on promoting sunscreen use |
| title_full_unstemmed | Venus, Mars and the Sun : gender differences in the persuasive efficacy of GIFs with positive and negative emotional valence on promoting sunscreen use |
| title_short | Venus, Mars and the Sun : gender differences in the persuasive efficacy of GIFs with positive and negative emotional valence on promoting sunscreen use |
| title_sort | venus mars and the sun gender differences in the persuasive efficacy of gifs with positive and negative emotional valence on promoting sunscreen use |
| topic | DRNTU::Social sciences::Communication::Promotional communication::Communication campaigns |
| url | http://hdl.handle.net/10356/76627 |
| work_keys_str_mv | AT leebiancaann venusmarsandthesungenderdifferencesinthepersuasiveefficacyofgifswithpositiveandnegativeemotionalvalenceonpromotingsunscreenuse AT leelenachengyeng venusmarsandthesungenderdifferencesinthepersuasiveefficacyofgifswithpositiveandnegativeemotionalvalenceonpromotingsunscreenuse AT liangtessasuen venusmarsandthesungenderdifferencesinthepersuasiveefficacyofgifswithpositiveandnegativeemotionalvalenceonpromotingsunscreenuse AT angzandraruiyi venusmarsandthesungenderdifferencesinthepersuasiveefficacyofgifswithpositiveandnegativeemotionalvalenceonpromotingsunscreenuse |