Care For Children PSAs Emotional Appeals Research

Children is a disadvantaged group in our society,everyone can be a victor in the next second,who need to be paid more attention.This paper discovers some advertisement which concern about children.The type includes sympathy appeal,guilty appeal and fear appeal.Sympathy appeal is always used to focusing on some specific children group,the purpose is to stimulate the audience,so they will donate because of their sympathy;guilty appeal mostly applied to the problem of the interaction between the adults and the children;The advertisements about the children safety uses the fear appeal more,they reveal the result to the audience,so as to make the adults,especially who are parents,notice the problem they have omitted.Based on the statistic conclusion of the different types of the emotion-appeal advertisement and the analysis of the impacting mechanism.This paper makes some eye-tracking experiments and questionnaire.We mainly research the eye-tracking result of the audience who watch the advertisement of the same topic and different kinds of emotion appeal,and the result of the audience changing their original attitude.We know that the audience's focusing duration of the advertisement with different emotion appeal is different;the type of emotion appeal will obviously influences the duration and frequency that the audience focuses on them;In the advertisement caring about children,the type of emotion appeal will obviously influences the degree that the audience like the advertisement.The sympathy has the highest degree,the guilty follows it,the fear has the worst effect;At the same time,in the advertisement caring about children,the type of emotion appeal will obviously influences the degree of the attraction of the advertisement and the memory degree of the audience the same as above.;In the advertisement which use emotion appeal and care about children,the longer the focusing duration,the higher the focusing frequency,the lower the degree that how well the audience like it;In the advertisement caring about children,the different kinds of emotion appeal will not obviously influence the result of the degree that how well the audience accept the conclusion which is the audience is helpful to the traumatized children.Finally,this paper propose the aspects which the advertisement designer should pay attention to when they use different type of emotion appeal:the visualization and materialization when they use sympathy appeal,the degree and accuracy when they use fear appeal;the visual performance of the movies should pay more attention of the richness of the carrier;should use simple and prominent picture to strengthen the memory of the audience.