Abstract
Mass media advertising promoting healthy weight and lifestyles represents an important approach to the prevention of non-communicable diseases. However, concerns have been raised that advertisements promoting a healthy weight may be stigmatizing and contribute to negative outcomes. This study explored the potential negative and positive cognitive, psychological, and behavioral intention outcomes of exposure to different public health campaign advertisements that promote positive behavior change and healthy weight. A total of 1,098 adult residents of the United Kingdom (50% female, M(age) = 35.21 years) viewed one of four video advertisements: one control advertisement and three healthy weight and lifestyle advertisements that differed in message content (negative health impacts, support/encouragement, and social norms) and execution style (graphic, animation, and depicted scene). Participants then responded to items assessing a variety of cognitive, psychological, and behavioral intention outcomes. Compared to those in the control condition, those exposed to a healthy weight and lifestyle advertisement reported significantly higher scores for (i) perceptions of weight stigma, (ii) negative emotions, and (iii) intentions to engage in adaptive lifestyle behaviors. There were no differences observed between conditions for maladaptive behavioral intentions, internalized weight bias, anti-fat attitudes, and body dissatisfaction. The advertisement featuring a supportive/encouraging message and animation style performed most favorably. Results suggest that healthy weight and lifestyle advertisements have the potential to promote positive behavior change but may be associated with some negative outcomes. Of the assessed communication approaches, a supportive/encouraging message with animation style appears least likely to induce negative emotions and is preferred for minimizing weight stigma.