earticle

영어

A content analysis of 168 health campaigns was conducted to identify the frequency of rational/emotional, statistical, fear and humor, and narrative appeals in South Korea and in Central Asian countries, including Russia. The study investigated the prevalence of certain appeals in these two regions. Thus, rational, statistical, and fear appeals among emotional messages dominated Central Asian and Russian health messages, whereas South Korea had a prevalence of emotional, humor, and narrative appeals in health campaign messages. These findings illuminate distinct cross-cultural patterns in health communication strategies, emphasizing the need for culturally tailored approaches in public health campaigns.