Influence and work mechanism of framing strategies on effectiveness of safety slogans

doi:10.16265/j.cnki.issn1003-3033.2020.04.028

Abstract

Abstract: In order to improve effectiveness of safety slogans, firstly, safety slogans were divided into three types, safety meaning, safety strategy and safety knowledge type while framing strategies were classified into analogy and mental simulation frame. Then, experiment was designed, and eye movement and subjective evaluation data were recorded during viewing of slogans. Finally, analysis of variance (ANOVA) and intermediary effect analysis were carried out. The results show that framing strategies affect effectiveness of safety slogans. Safety meaning slogans should adopt mental simulation frame while analogy frame is more suitable for safety strategy and safety knowledge slogans. Number of fixations (NF) plays a major intermediary role in relation between framing strategies and acceptance of three types of slogans, and for comprehension of safety strategy slogans, NF and fixation duration (FD) play an intermediary role together.

Key words: framing strategy, safety slogan, effectiveness, intermediary effect, experimental research

CLC Number:

X913.4

LIAO Bin, FENG Haiqin, WEI Xin, DUAN Qionghua. Influence and work mechanism of framing strategies on effectiveness of safety slogans[J]. China Safety Science Journal, 2020, 30(4): 179-185.

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