ABSTRACT This study reports the results of a content analysis that used the Extended Parallel Processing Model (EPPM) to measure the levels of threat and self-efficacy messages in a series of controversial public service announcements (PSAs) that promoted road safety in Russia in 2008. The analysis showed that threat messages overwhelmingly outnumbered efficacy messages. The results suggest that the Russian social marketing campaign to promote road safety neglected to follow the recommended pattern of fear appeal message construction. The road safety campaign had the potential to induce fear, but the campaign messages may not have been sufficient to make the audience feel able to prevent or avoid harm by complying with the road safety rules. The results suggested that future campaign designers should give more attention to efficacy messages, particularly response efficacy messages that contain a clear call for actions and recommendations on how to prevent injury and death.

中文翻译：

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道路安全广告中的恐惧诉求：对俄罗斯有争议的社会营销活动的分析

摘要 本研究报告了内容分析的结果，该分析使用扩展并行处理模型 (EPPM) 来衡量 2008 年俄罗斯促进道路安全的一系列有争议的公共服务公告 (PSA) 中的威胁和自我效能信息水平. 分析表明，威胁消息的数量压倒性地超过了功效消息。结果表明，俄罗斯促进道路安全的社会营销活动忽视了遵循恐惧诉求信息构建的推荐模式。道路安全运动有可能引起恐惧，但运动信息可能不足以让观众感到能够通过遵守道路安全规则来预防或避免伤害。结果表明，未来的活动设计者应该更多地关注功效信息，