Increasing The Persuasiveness Of Public Service Advertising For Different People With Different Appeals And Different Message Framing

At present,public service advertising as a way of mass media in China,disseminates moral and responsibility to the public for non-profit.Now scholars’ researches on public service advertisement mainly focus on whether the content of advertising is available or not,and the function of advertisements,such as social education,social responsibility and so on.However the research on persuasion by public service advertisement is very few.As we all know,public service advertising about anti-drunk driving is endless.But why the drunk-driving problem is still not resolved effectively? Why the effect of public service ads persuasion make public so unsatisfactory? Therefore,how to reduce drunk-driving and how to enhance the effect of public service advertising persuasion is imminent.Our research explores the influence of PSA for different groups of individuals to investigate which appeal type,and which form of message framing will be most suitable in reducing drunk-driving behavior.In other words,the research explores the influence of public service advertising for different groups to investigate with which appeal type,which message framing will be more suitable.A between-subjects design was used to test our proposed hypotheses in relation to a group’s consideration of future consequences(CFC)orientation,as well as the appeal type and message framing used within the PSA messaging.The results shows when the CFC-low group focus on a negative advertisement with benefit appeal,the persuasion of public service advertising is more effective.Thus,when the CFC-high group focus on a positive public service advertising with injunctive appeal,the persuasion is more stronger.More specifically,comparing to a positive public service advertising with descriptive appeal,the persuasion of a positive injunctive public service advertising is more effective.The theoretical and managerial contributions of this study in terms of the effectiveness of PSA are discussed as well as directions for future research.