Functional MRI of anti-tobacco public service announcements

描述（由申请人提供）：艾滋病毒/艾滋病是一个严重的全球健康问题。尽管抗逆转录病毒药物的疗效日益提高，但初级预防仍然是减少艾滋病毒/艾滋病造成的死亡率、发病率和痛苦的最有效途径。利用电视公益广告开展大众媒体宣传运动是预防艾滋病毒的一个关键工具。艾滋病毒/艾滋病初级预防的极端重要性使得量化PSA影响机制的努力具有很高的成本效益。艾滋病毒公益广告效力的任何递增都因大众媒体的广泛影响而放大。功能性磁共振成像（fMRI）是一种成熟的神经科学工具，已被有效地应用于评估大众视听媒体对大脑的影响。最近的报告表明，功能磁共振成像可用于预测的神经生物学的行动，反吸烟PSA。具体来说，信息感觉值（MSV）已被确定为PSA变量，具有行为和功能磁共振成像相关性。父母补助金的目的是调查大脑相关的反吸烟公益广告MSV和论点的力量。使用以前建立的反烟草PSA（和其他屏幕媒体）的脑成像方法，目前的竞争性修订提案将调查MSV与行为（短期回忆，安全性行为和避孕套使用态度）和神经生理（脑功能磁共振成像信号）措施的相互作用，为艾滋病毒PSA的评估和设计提供信息。这一探索性转化研究的结果有助于为优化艾滋病毒/艾滋病领域大众媒体公共卫生传播的设计和评价奠定基础。目前竞争性增刊提案的最终目标是提高电视预防艾滋病毒运动的效果。通过证明家长提案的结果推广到艾滋病毒PSA，这种竞争性的修订将使家长补助金广泛的社会相关性，因为高感觉价值的信息目前广泛用于普通教育。 公共卫生相关性：目前的竞争性修订是为了将父母补助金的调查结果和之前的试点数据扩展和转化为预防艾滋病毒的公共服务公告。这项研究的结果将有助于扩大父母补助金的艾滋病毒公益广告的调查结果，并展示了利用脑成像优化艾滋病毒公益广告的设计和评估的潜力。这项建议的最终目标是提高电视预防艾滋病毒宣传活动的效果。在普通教育中使用高感觉价值信息（即“寓教于乐”）使这一建议具有广泛的社会意义。

DESCRIPTION (provided by applicant): HIV/AIDS is a critical global health problem. Despite growing efficacy of anti- retroviral medications, primary prevention is still the most effective way to alleviate mortality, morbidity and suffering caused by HIV/AIDS. Mass media campaigns using televised public service announcements (PSAs) are a key tool of HIV prevention. The critical importance of primary prevention in HIV/AIDS makes efforts to quantify the mechanisms of PSA impact highly cost-effective. Any incremental increase in the efficacy of HIV-PSAs is amplified by the broad reach of mass media. Functional Magnetic Resonance Imaging (fMRI) is an established neuroscience tool that has been effectively applied to the evaluation of the brain effects of mass audiovisual media. Recent reports indicate that fMRI may be used to predict the neurobiology of action of anti-smoking PSAs. Specifically, Message Sensation Value (MSV) has been identified as a PSA variable that has both behavioral and fMRI correlates. The goal of the parent grant was to investigate the brain correlates of the anti-smoking PSAs MSV and argument strength. Using brain imaging methodology previously established with anti-tobacco PSAs (and other screen media), the present competitive revision proposal will investigate the interaction of MSV with behavioral (short term recall, safe sex and condom use attitudes) and neurophysiological (brain fMRI signal) measures to inform the evaluation and design of HIV PSAs. Results of this exploratory translational study could be instrumental in laying the groundwork towards optimization of the design and evaluation of mass media public health communications in the area of HIV/AIDS. The ultimate goal of the present competitive supplement proposal is to improve the efficacy of the televised HIV prevention campaigns. By demonstrating that the parent proposal findings generalize to HIV PSA, this competitive revision will give the parent grant broad social relevance, as high sensation value messages are currently widely used in general education. PUBLIC HEALTH RELEVANCE: The present competitive revision is to extend and translate the findings of the parent grant and the pilot data that preceded it, to HIV prevention public service announcements (PSAs). Results of this study would be instrumental in extending the findings of the parent grant to HIV PSAs, and demonstrating the potential of using brain imaging to optimize the design and evaluation of HIV PSAs. The ultimate goal of this proposal is to improve the efficacy of the televised HIV- prevention campaigns. The use of high sensation value messages in general education (i.e."edutainment") makes this proposal broadly socially relevant.