ArticleOral health & preventive dentistry2025
Message Framing Analysis: Recommendations for Dental Health PSAs.
Article in Oral health & preventive dentistry, 2025. The graph could read no effect estimate from its abstract, so it casts no vote on the map. Not yet cited in PubMed.
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Abstract
purposeDental caries is a prevalent global public health issue, influenced by poor oral hygiene and high sugar consumption. Media, particularly advertising, plays a crucial role in shaping these behaviours. While message framing has been widely studied in commercial advertising, little is known about its application in dental health public service announcements (PSAs). This study aims to analyse dental health PSAs and commercial advertisements (ads) through the lens of message framing theory to identify how different framing strategies can enhance audience engagement.
methodsA systematic YouTube search was conducted to identify advertisements in four categories: dental products, chocolates, sodas, and dental health PSAs. The first three advertisements from each category were analysed. Each ad was evaluated based on its promise, support elements, and core values. The framing strategies used in commercial advertisements were compared with those used in dental health PSAs.
resultsThe analysis revealed that commercial advertisements for dental products, chocolates, and sodas employed diverse framing strategies focused on emotional appeals, aligning their messages with values such as success, freedom, and social acceptance. In contrast, dental health PSAs consistently emphasised health related messages supported by educational content.
conclusionsDental health PSAs often fail to connect with the public due to their focus on rational, health based appeals, whereas commercial advertisements more effectively engage audiences by framing messages around personal or social values. Reframing dental health PSAs to incorporate emotional drivers and align with audience values, such as freedom, social connection, and success, could improve their effectiveness in promoting oral health behaviours.
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