煤矿安全警示宣传图恐惧诉求效果研究

煤矿安全警示宣传图是普及煤矿安全知识、提升工作人员安全意识的重要途径。含有恐惧诉求效果的警示宣传图经常被作为宣传策略来说服或影响受众者的态度和行为。搜集、设计了5组有无恐惧诉求元素的煤矿安全警示宣传对比图,采用眼动试验、心率监测、调查问卷、访谈等方法研究有无恐惧诉求元素煤矿安全警示宣传图的效果差异。结果表明:被试在观看有恐惧诉求元素安全警示宣传图时,注视点较集中在含有恐惧诉求元素的兴趣区,瞳孔较大,平均心率较高;有恐惧诉求元素的安全警示图更能吸引被试的注意力,增强被试的记忆效果,但有恐惧诉求元素的安全警示宣传图在设计时要注意恐惧诉求元素区域与文字标语的配合;"漫画+文字标语"型恐惧诉求安全警示宣传图表达委婉、主题突出、言简意赅,更容易被接受。

On the effect of the fearful appeal of the coal mining safety warning propaganda pictorials

The paper intends to present its on-spot investigation by collecting and laying out 5 groups of coalmining safety warning announcement through actual picture comparison with or without fear appeal elements in a coal mine from some authentic pictures of the coal mine safety warning propaganda in Northern Shaanxi,whose purpose is to stress and popularize the coal mining safety knowledge and arouse coal miners ’ safety awareness. As has been noticed,such risk-warning pictures with risk-stress appealling elements or factors are needed so as to warn against the reckless or blind attitudes of the miners and the related office workers. Such pictures or pictorials are good in using eye movement expressions, heart-beat frequency monitoring, questionnaires,interviews and some other methods to enhance the coal miners’ warning sense elements through pictures. Nevertheless,the actual results indicate that the gaze points of the advertisers are often turned to focus on the AOI interest and arouse fearful appealling sense with the pupils of the advertisers open to the terrific risks.And,in such a manner,the safety warning of the terrific appealling elements may turn to enhance the memory of the viewers’ being threatened. However,the eye terrific movement shows that,when the viewers were looking at the pictures fearfully,the actual value of the vigilance should be able to get relieved.Therefore,we would like to suggest that the layout of such pictures should turn their attention to the coordinative effect between the fearful appeal effect and the actual word-to-word contextual persuasion effect. For instance,when people are looking at the pictures,the association should be mainly focused on "the real scene + text slogan"to join the fearful elements of the bloody horrified consequences of the traffic rule violation and try by all means to get rid of the blood disasters. And,so,the"comic +text slogan"picture type of the safety warning with the cleverly expressed euphemism,the prominent themes and conciseness should be easier to be accepted. Hence,the fear appeal element in the coal mine safety warning pictures can be properly stressed with a patient persuasion,say,in a form of "comic + text slogan". And,in turn,a piece of patient,kind-hearted effective advice both with the fear appeal element and the text slogan advice given should be better for the viewers to perceive or take over.