The Study Of Effects Of Involvement And Appeals On Public Service Advertisements

Public service advertisements are playing a positive role in social health and improvements. Therefore, their social and cultural functions are drawing more and more people's attentions. However, the advertising research mainly focused on commercial advertisements. On the contrary, public service advertisement's research especially about the effectiveness were obviously inadequate either in number or theoretical depth. In this way, the study is taking public service advertisement as subject and taking use of empirical research methods, trying to find that how involvement and appeals act on cognition, attitude and action of public service advertisements.This paper firstly analyzes the achievements of both the involvement and appeals in the field of effectiveness's research, and the public service advertisements in the field of involvement, appeals and advertising effect. Then, according to three experiments——testing the involvement of theme, checking appeals and testing advertising effect, to research multiple factors effecting on advertisements. Study found that a theme owning a high involvement can achieve a higher attitude-score than a theme owning a low involvement in the situation of rational appeals. In contrast, the latter can achieves a higher score than the former in the situation of emotional appeals. In three kinds of appeals, an integrated appeal that contains both emotional and rational content is the most effective way to form a positive attitude and produce the intent of action. Rational appeal is better than emotional appeal, ranking second. The ability of female is significantly better than male in the memories of advertisements, and female shows more positive attitudes to advertisements than male. Compared with the mainland, the people of Hong Kong, Macao, Taiwan and overseas have more positive attitudes and stronger intents of action after viewing the advertisements.