“Be a Teacher after Death”

abstract

This study examines the message strategies employed in a body donation campaign in Taiwan. Despite several possible resistant forces that are pervasive in Taiwanese society, the campaign was effective in modifying the existing and traditional value system, in instilling confidence and motivation in individuals, and in presenting a humanistic picture of human body dissection. Through the use of various themes and frames, the campaign message successfully reinterpreted or redefined the key concepts related to body donation and made them more acceptable to the target audience. The implications of the persuasive approaches employed in the body donation campaign to health communication are discussed.

Additional information

Notes on contributors

Hao-Chieh Chang

Hao-Chieh Chang is an Assistant Professor and Kenneth W. Y. Leung a Professor in the School of Journalism and Communication at the Chinese University of Hong Kong.

Kenneth W. Y. Leung

Hao-Chieh Chang is an Assistant Professor and Kenneth W. Y. Leung a Professor in the School of Journalism and Communication at the Chinese University of Hong Kong.