Thapa, Susan (2023) The impact of narrative advertisement on public health outcomes knowledge, attitude, behaviour, intentions, and belief: a scoping review. Research Master thesis, Victoria University.

Abstract

Narrative Advertisement effectively influences viewers' knowledge, attitude, behaviour, intentions, and belief. Despite knowing the importance of advertisements in influencing viewers, little has been studied about the characteristics of advertisements that engage and influence health knowledge, attitude, behaviour, intentions, and beliefs. Very few studies have reported on the various characteristics of advertising that influence public health attributes. This scoping review, following the Preferred Reporting Items for Systematic Review and Meta-analysis (PRISMA), aimed to understand the impact of narrative advertisements on health-related behaviours. Out of 9977 papers collected for the study, only nine articles met the inclusion criteria related to health concerns, including smoking, condom use to prevent Acquired Immuno Deficiency Syndrome (AIDS), substance use, and lifestyle health behaviours. The study found that the dose of exposure to the advertisements, the demographics of the population, and the emotional response to the advertisement were the important characteristics of the advertisement associated with the change in health outcomes. Furthermore, the mechanism that drives the change in health-related knowledge, attitudes, beliefs, behaviour, and intention is explored. This work can guide advertisement production by government agencies and non-profit organizations.

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