Anti-smoking TV ads using anger more persuasive to viewers

Researchers have said anti-smoking television advertisements that appeal to viewers' emotions are more persuasive when they use anger rather than sadness.

In the new study, researchers from Dartmouth College's Geisel School of Medicine and Cornell University examined how viewers process those negative emotions.

They produced anti-smoking TV ads in which an actor delivered anti-smoking messages to 115 college students with either anger or sadness by using different vocal tones and facial expressions.

To measure the role of emotions in the ads, the researchers manipulated the actor's expressed emotions while keeping the story the same.

Results showed the anger-framed ad was more effective because it increased the perceived dominance of the speaker, which increased anti-smoking attitudes and predicted strong intentions not to smoke.

The study has been published in the Journal of Health Communication.