title: Use of the PHM Framework to Create Safe-Sex Ads Targeted to Mature Women 50 and Older.
abstract: This research applies the Witte's persuasive health message (PHM) framework to the development of creative concepts that promote sexual health strategies to senior-aged women. The PHM framework proposes an integrated approach to improving message effectiveness and maximizing persuasion in health communication campaigns. A focus group method was used to explore two research questions focused on message effectiveness and persuasion. The findings suggest the PHM framework can be a useful starting point for ensuring that health communicators identify the criteria most relevant to successful ad promotions.
authors.affiliation: a Department of Advertising , University of Florida , Gainesville , Florida.
authors.forename: Cynthia R
authors.initials: CR
authors.lastname: Morton
authors.forename: Hyojin
authors.initials: H
authors.lastname: Kim
mesh_terms: D000329:Advertising / Q000379:methods*; D000368:Aged; D001294:Attitude to Health; D005260:Female; D017144:Focus Groups; D015658:HIV Infections / Q000517:prevention & control; D058015:Health Communication / Q000379:methods*; D006293:Health Promotion / Q000379:methods*; D006801:Humans; D008875:Middle Aged; D008960:Models, Psychological; D021841:Safe Sex / Q000523:psychology; D012749:Sexually Transmitted Diseases / Q000517:prevention & control; D040241:Social Marketing
keywords: baby boomers; campaign strategies; concept testing; focus group; sexually transmitted diseases