Defence-inducing Advertising

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Abstract
This paper discusses the research applied to the development of the Scottish Health Education Group's publicity material, and outlines the two major problems incurred. The first is that, unlike much of product advertising, most health publicity is negative. Although benefits are projected, they are to be obtained by avoiding something negative, which is enjoyable, instead of achieving something positive in addition to what is already done. As a result, much health publicity induces anxiety, which in turn creates defensiveness. This defensiveness can be observed methodologically, for example in behaviour in a group discussion situation, as well as in response to content, as in the perceptual defensiveness shown by smokers to a highly negative, deeply threatening advertisment. The second problem encountered is that health publicity often projects a distinctive class tone, and can lead to its being regarded as official Establishment material telling people what they should and should not do. It is thus often criticised as failing to identify with the life-style and problems of its audience, particularly working class groups whose values of immediacy and certainty conflict with the long-term probabilistic nature of the message that is presented. Two major conceptual approaches are discussed which have recently been adopted to try to overcome these problems. Both are illustrated by case histories. The first is the projection of positive images, whereby the negative aspect of a concept is toned down and positive attributes enhanced, by surrounding the messages with images leaving behind attractive, and hopefully motivating, impressions. The second is the use of humour, where theoretical analysis shows that its use, though logically counterproductive, can in fact aid the communication of social messages without defensiveness. The paper concludes by outlining some of the likely trends over the next decade, in both theoretical research and practical application.

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