This is a a brief overview of fear and humor appeals in public health communication.

Fear appeals

More than 100 papers and theses have evaluated fear appeals, according to a meta-analysis by Witte and Allen (2000). The most common independent variables were fear, perceived threat, and perceived efficacy. Dependent variables were the acceptance of the message's recommendations (attitudes, intentions, and behaviors ) and rejection of the message (defensive avoidance or denial). When they summed the studies in the meta-analysis, Witte and Allen found that stronger fear appeals, resulted in a greater change in attitudes, intention, and behavior.  

Witte K, Allen M. (2000). A meta-analysis of fear appeals: implications for effective public health campaigns. Health Education and   Behavior Oct;27(5):591-615.

Humor appeals

Little has been written about humor in public health. There is an extensive body of literature about humor in clinical medicine, as described in a review article by Bennett (2003). There also is a body of literature about humor in product persuasion, as described in a review by Weinberger and Gulas (1992).

Several studies have used humor as a variable in evaluating public health communication materials. Each has drawn on literature specific to its health hazard, rather than citing a body of literature on humor appeals (Beaudoin, 2002; Reder, 1997; Richard et al., 1999; Trumbo, 2004). There seem to be opportunities for research and theory in this area.

Bennett, H.J. (2003). Humor in medicine: A review. Southern Medical Journal 96(12): 1257-1261.

Beaudoin, C.E. (2002). Exploring antismoking ads: Appeals, themes, and consequences. Journal of Health Communication 2002 Mar-Apr;7(2):123-137

Reder, S. * (1997). The interpersonal communication effects of humorous and fear-arousing public service announcements recommending condom use. Doctoral dissertation, University of Washington School of Communications.

Richard, M.A., Martin, S., Gouvernet, J., Afolchetti, G., Bonerandi, J.J, Grob, J.J. (1999). Humour and alarmism in melanoma prevention: A randomized controlled study of three types of information leaflet. British Journal of Dermatology 140:909-914.

Trumbo CW. (2004). Mass-mediated information effects on testicular self-examination among college students. Journal of American College Health 52(6):257-261.

Weinberger, M.G. and Gulas, C. S.* (1992). The impact of humor in advertising: A review. Journal of Advertising 21(4):35-60.

*Note: some of these links will only work from within the University of Washington.

home • workplace safety & health • citizens in a democracy

other communication needs • about Katherine Hall