1. 傳播與健康 傳播的概念 健康的概念 線性傳播模式 Linear models 互動傳播模式 Interactive models
流動性傳播模式 Transactional models
健康的概念
意義與定義的產生－社會建構論
媒體的再現：語言、圖像、與價值
預防 VS. 治療

2. 大眾傳播與健康促進
傳播媒體的宣傳效果
Cost, Coverage of delivery, and Impact
Awareness vs. Behavior change
KAP (knowledge, attitude, practice)
Promotion & Intervention (Frequently applied theories):
The Social Marketing Model
Social Cognitive Theory
The Transtheoretical Model (Stages of Change / Readiness)

3. Social Marketing Model
Model from Corporations
Four P’s in Marketing Strategies
Product
Price
Place
Promotion
Key Concepts
Tailored media-based messages
Target audience
Pre-identified attributes and contexts

4. Social Cognitive Theory
Social Learning
Reciprocal Interacting Environmental Factors
Basic Tenets
Response consequences (rewards or punishments)
Learning by observing others
Identity models
Strategies
Goal setting
Stimulus control (self-control)
Social support

5. Transtheoretical Model
Pre-contemplation
Has no intention to take action (e.g., within the next 6 months)
Contemplation
Intends to take action (e.g., within the next 6 months)
Preparation
Intends to take action (within the next 30 days and has taken some behavioral steps in this direction)
Action
Has changed overt behavior (for less than 6 months)
Maintenance
Has changed overt behavior (for more than 6 months)
Termination
Overt behavior will never return (there is complete confidence that you can cope without tear of relapse)

6. 傳播學的應用
大眾傳播
組織傳播
人際傳播（親身傳播）
媒介效果
涵化理論
建構／與再現
廣告宣傳

7. 媒體廣告訴求手法
我們來腦力激盪 ….