Evaluation of sexual communication message strategies

摘要: Parent-child communication about sex is an important proximal reproductive health outcome. But while campaigns to promote it such as the Parents Speak Up National Campaign (PSUNC) have been effective, little known how messages influence parental cognitions and behavior. This study examines which message features explain responses sexual messages. We content analyzed 4 PSUNC ads identify specific, measurable advertising execution features. then develop quantitative measures of those features, including strategies, marketing voice other stylistic merged resulting data into a dataset drawn from national media tracking survey campaign. Finally, we conducted multivariable logistic regression models relationships between ad reactions/receptivity, reactions/receptivity parents' related included in campaign's conceptual model. found that overall parents were highly receptive ads. did not find significant associations reactions/receptivity. However, specific associated with increased norms, self-efficacy, short- long-term expectations parent-child communication, theorized extends previous research methods analyze The results confirm extend campaign evaluation provide further evidence for Future should examine additional effects