@article{ART002027226},
author={Hyunseon Lee and Kim Hyun-Jin},
title={A study on the childbirth encouragement communications -Focused on the message appeal and message presentation types},
journal={Studies in Humanities and Social Sciences},
issn={1598-4230},
year={2015},
number={48},
pages={111-132},
doi={10.17939/hushss.2015..48.006}
TY - JOUR
AU - Hyunseon Lee
AU - Kim Hyun-Jin
TI - A study on the childbirth encouragement communications -Focused on the message appeal and message presentation types
JO - Studies in Humanities and Social Sciences
PY - 2015
VL - null
IS - 48
PB - Institute of Humanities and Social Sciences
SP - 111
EP - 132
SN - 1598-4230
AB - The one of the serious problems in South Korea is low fertility rate. In order to solve this problem and encourage childbirth, many organizations including government and non-profit organizations have executed various campaign. This study is to investigate the effects of childbirth encouragement campaign communication by message appeal types and presentation styles.
The result of this study shows that attitude towards message and intention to information searching for childbirth are affected by message appeal types and presentation styles. The subjects reported more positive reaction to direct expression appeal which contained the policies and benefits for childbirth encouragement, and to publicity which they were delivered message by form of news articles. So this study suggests that major actors in planning the message for childbirth encouragement should consider the message appeal type and presentation style for the effective persuasion communications.
KW - childbirth encouragement;low fertility rate;childbirth encouragement campaign;childbirth encouragement communication;message appeal;advertising;publicity
DO - 10.17939/hushss.2015..48.006
ER -
Hyunseon Lee and Kim Hyun-Jin. (2015). A study on the childbirth encouragement communications -Focused on the message appeal and message presentation types. Studies in Humanities and Social Sciences, 48, 111-132.
Hyunseon Lee and Kim Hyun-Jin. 2015, "A study on the childbirth encouragement communications -Focused on the message appeal and message presentation types", Studies in Humanities and Social Sciences, no.48, pp.111-132. Available from: doi:10.17939/hushss.2015..48.006
Hyunseon Lee, Kim Hyun-Jin "A study on the childbirth encouragement communications -Focused on the message appeal and message presentation types" Studies in Humanities and Social Sciences 48 pp.111-132 (2015) : 111.
Hyunseon Lee, Kim Hyun-Jin. A study on the childbirth encouragement communications -Focused on the message appeal and message presentation types. 2015; 48 : 111-132. Available from: doi:10.17939/hushss.2015..48.006
Hyunseon Lee and Kim Hyun-Jin. "A study on the childbirth encouragement communications -Focused on the message appeal and message presentation types" Studies in Humanities and Social Sciences no.48(2015) : 111-132.doi: 10.17939/hushss.2015..48.006
Hyunseon Lee; Kim Hyun-Jin. A study on the childbirth encouragement communications -Focused on the message appeal and message presentation types. Studies in Humanities and Social Sciences, 48, 111-132. doi: 10.17939/hushss.2015..48.006
Hyunseon Lee; Kim Hyun-Jin. A study on the childbirth encouragement communications -Focused on the message appeal and message presentation types. Studies in Humanities and Social Sciences. 2015; 48 111-132. doi: 10.17939/hushss.2015..48.006
Hyunseon Lee, Kim Hyun-Jin. A study on the childbirth encouragement communications -Focused on the message appeal and message presentation types. 2015; 48 : 111-132. Available from: doi:10.17939/hushss.2015..48.006
Hyunseon Lee and Kim Hyun-Jin. "A study on the childbirth encouragement communications -Focused on the message appeal and message presentation types" Studies in Humanities and Social Sciences no.48(2015) : 111-132.doi: 10.17939/hushss.2015..48.006
