Narrative Exemplars and the Celebrity Spokesperson in Lebanese Anti-Domestic Violence Public Service Announcements

Abstract

Domestic violence is a worldwide epidemic. This study examines the effects of narrative exemplars and a celebrity spokesperson in anti-domestic violence ads on Lebanese college students’ attitudes and beliefs towards domestic violence and whether these effects are impacted by personal experience. The practical significance is derived from the high prevalence of domestic violence internationally, making it important to find ways to effectively use media to address this health-related issue that has huge consequences for the individual and society. This study adds to the theoretical understanding of narrative persuasion and media effects. Results indicated that narrative exemplars in anti-domestic violence ads promoting bystander awareness and intervention were more beneficial for people without relevant experience compared to people who know someone affected by domestic violence. Anti-domestic violence ads without narrative exemplars, but that also featured an emotional self-efficacy appeal targeting bystanders, were more effective for participants who know someone who had experienced domestic violence compared to participants without relevant experience. The presence of a celebrity spokesperson elicited more positive attitudes about the ad than a noncelebrity, but failed to directly affect relevant anti-domestic violence attitudes or beliefs. These results highlight the significance of formative audience research in health communication message design.