Health Education and the Media II - 1st Edition - ISBN: 9780080320007, 9781483190815

Health Education and the Media II

1st Edition

Proceedings of the 2nd International Conference Organized Jointly by the Scottish Health Education Group, Edinburgh and the Advertising Research Unit, Department of Marketing, University of Strathclyde, Edinburgh, 25–29 March 1985

Editors: D. S. Leathar G. B. Hastings K. O'Reilly
eBook ISBN: 9781483190815
Imprint: Pergamon
Published Date: 1st January 1986
Page Count: 278
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Health Education and the Media II is a collection of papers that covers the various issues in utilizing media for promoting health education. The materials in the book are organized according to their respective theme. The first part of the selection presents papers about the theorecal issues of use of the media for health education, such as the application of market segmentation in alcohol and drug education, as well as social context of alcohol consumption and sources of information among high school alcohol abusers. Next, the title covers articles that deal with the practical issues, such as an analysis of media coverage and effective communication strategies with older people. The remaining papers discuss the areas for future developments, including more constructive use of existing resources and the potential for tabloid newspapers as vehicles for promulgating health promotion messages at district level. The book will be of great interest to health professionals, public health government officials, and individuals in the mass media industry.

Table of Contents

List of Contributors Foreword Theoretical Issues The Cancer Information Service: Marketing a Large-Scale National Information Program Through the Media The Application of Market Segmentation in Alcohol and Drug Education: The Applause Project Health Promotion Through Sponsorship: The State of the Art The Design of Print for Health Education - Principles for Communication Television in National Health Promotion in Finland: The "Keys to Health" TV Program in 1982 How to Develop Health Education Material: The Finnish Model Anti-Smoking Information and Changes of Smoking Behavior in the Netherlands, UK, USA, Canada and Australia Social Context of Alcohol Consumption and Sources of Information Among High School Alcohol Abusers Selling Healthy Behavior: Success and Failures Public Health Versus Media Wealth: The Conflict Between Ethics and Expedience in the Smoking Debate Tobacco Advertising and the Media: Structural Barriers to the Communication of Health Risks and Benefits Strategy for the Control of the Tobacco Problem Advertising as Myth: A Reevaluation of the Relationship of Cigarette Advertising and Smoking Practical Issues "Un Verre Ca Va, Trois Verres Bonjour Les Degats" A National Information Campaign on Excessive Alcohol Drinking in France The Cancer Prevention Awareness Program: Approaching Public Understanding with Good News Formative Research and its Implementation in the Making of the BBC Television Series 'Can You Avoid Cancer?' Help or Hype: An Analysis of Media Coverage of the 1983 "Pill Scare" The Use of Communication Media in a Program Against Tobacco Smoking Advertising How Ex-Smokers Give Up A Report on the West Midlands Health Services Quit Smoking Project 1982 Birmingham UK National Non-Smoking Week - A Canadian Success Story Lessons From a National Media Prevention Campaign Multilingual Health Ann


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© Pergamon 1986
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About the Editor

D. S. Leathar

G. B. Hastings

K. O'Reilly

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