How Message Framing and Visual Cues Drive Health-Related Ad Effectiveness: Consumer Response to Social and Mass Media Promotion for Pregnancy Screening Programs

This study examines the impact of message framing and visual cues on the effectiveness of social and mass media advertising promoting omega-3 screening programs for pregnant people and their families. (Taking omega-3 supplements during pregnancy may reduce the risk of premature birth for pregnant people who are deficient in this nutrient.) Women of childbearing age responded better to positively framed messages with emotional visual cues, whereas the general audience had high screening intentions regardless of the advertising condition. Processing fluency directly affected respondents' intentions to screen, attitudes, and awareness. A dose-response relationship between attitudes, awareness, and intentions to screen was observed, whereas no moderation or moderated-mediation pathways were detected. Advertisements promoting omega-3 screening should emphasize its benefits and consider the interplay between advertising attitudes and awareness.