For the first time, researchers at the Perelman School of Medicine, University of the Pennsylvania has shown an association between cognition and brain activity in response to content and format in televised ads and behavior.

In a study of 71 non-treatment-seeking smokers recruited from the Philadelphia area, the team, led by Daniel D. Langleben, M.D., a psychiatrist in the Center for Studies of Addiction at Penn Medicine, identified key brain regions engaged in the processing of persuasive communications using fMRI, or functional magnetic resonance imaging. They found that a part of the brain involved in future behavioral changes-known as the dorsomedial prefrontal cortex (dMPFC)-had greater activation when smokers watched an anti-smoking ad with a strong argument versus a weak one.
One month after subjects watched the ads, the researchers sampled smokers' urine cotinine levels (metabolite of nicotine) and found that those who watched the strong ads had significantly less cotinine in their urine compared to their baseline versus those who watched weaker ads.
Even ads riddled with attention-grabbing tactics, the research suggests, are not effective at reducing tobacco intake unless their arguments are strong. However, ads with flashy editing and strong arguments, for example, produced better recognition.
"We investigated the two major dimensions of any piece of media, content and format, which are both important here," said Dr. Langleben, who is also an associate professor in the department of Psychiatry. "If you give someone an unconvincing ad, it doesn't matter what format you do on top of that. You can make it sensational. But in terms of effectiveness, content is more important. You're better off adding in more sophisticated editing and other special effects only if it is persuasive."
The paper may enable improved methods of design and evaluation of public health advertising, according to the authors, including first author An-Li Wang, PhD, of the Annenberg Public Policy Center at the University of Pennsylvania. And it could ultimately influence how producers shape the way ads are constructed, and how ad production budgets are allocated, considering special effects are expensive endeavors versus hiring screenwriters.
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This new study is the first longitudinal investigation of the cognitive, behavioral, and neurophysical response to the content and format of televised anti-smoking ads, according to the authors.
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Co-authors of the study include Kosha Ruparel, MSE, James W. Loughead, PhD, Andrew A. Strasser, PhD, Shira J. Blady, Kevin G. Lynch, PhD, Dan Romer, PhD, and Caryn Lerman, PhD, of the Department of Psychiatry at Penn Medicine, and Joseph N. Cappella, PhD, of the Annenberg School for Communication.
This study was funded by the National Institute on Drug Abuse (R21 DA024419).
Penn Medicine is one of the world's leading academic medical centers, dedicated to the related missions of medical education, biomedical research, and excellence in patient care. Penn Medicine consists of the Raymond and Ruth Perelman School of Medicine at the University of Pennsylvania (founded in 1765 as the nation's first medical school) and the University of Pennsylvania Health System, which together form a $4.3 billion enterprise.
The Perelman School of Medicine has been ranked among the top five medical schools in the United States for the past 16 years, according to U.S. News & World Report's survey of research-oriented medical schools. The School is consistently among the nation's top recipients of funding from the National Institutes of Health, with $398 million awarded in the 2012 fiscal year.
The University of Pennsylvania Health System's patient care facilities include: The Hospital of the University of Pennsylvania -- recognized as one of the nation's top "Honor Roll" hospitals by U.S. News & World Report; Penn Presbyterian Medical Center; and Pennsylvania Hospital - the nation's first hospital, founded in 1751. Penn Medicine also includes additional patient care facilities and services throughout the Philadelphia region.
Penn Medicine is committed to improving lives and health through a variety of community-based programs and activities. In fiscal year 2012, Penn Medicine provided $827 million to benefit our community.
Source-Newswise