The Effect Of Public Service Advertisement Types And Guilt On Residents’ Attitude Towards Garbage Sorting

The treatment of household garbage in our country has gained great attention,garbage classification is considered by various countries is the best garbage point quantified,resource treatment method,therefore,improve residents’ attitude of garbage classification,to promote garbage classification action in our country to better develop under the current social background has important significance.Publicity and education is one of the important means to improve the public’s awareness.Publicity and education can not only improve the level of public awareness,but also convey the content of the government’s policies more clearly.Numerous studies have found that advertising can effectively influence the attitude and behavioral intention of the audience.For residents,the implementation of household garbage classification is to change their living habits.Therefore,in addition to the long-term guidance and regulation of residents by the government,the publicity and education of household garbage classification should also be strengthened.Previous studies have found that different information features in garbage classification public service advertisements have different influences on residents’ attitudes towards garbage classification,such as egoistic and altruistic content features,positive and negative content features.Therefore,in order to promote the effective implementation of garbage classification,many garbage classification publicity activities have been carried out,such as the design of slogans or print advertisements.However,research reports show that the improvement of residents’ garbage classification attitude is not obvious,which may be caused by the inaccurate advertising design.There have been a lot of research results in the field of marketing,and it is also widely used in the field of public service advertising.Advertising appeals can be divided into two categories: rational appeals and emotional appeals.Rational appeal is the earliest form of advertising.It refers to the straightforward introduction of product characteristics,so that consumers can be clear about the performance of the product,and generate a subconscious sense of product quality.In the field of public service advertisements,they objectively emphasize the benefits or disadvantages of a certain behavior,and sometimes they directly display specific values in the content,such as the destruction of forest vegetation by cutting down trees or the mitigation effect of low-carbon travel on the greenhouse effect.In recent years,emotional appeal has been paid more and more attention in the field of advertising.It refers to the design of advertising content to arouse certain emotions of the audience,so as to make the audience do certain behaviors.Emotional appeal can be classified into positive emotional appeal and negative emotional appeal.For example,pictures and videos showing aging skin can arouse the fear of female consumers,so as to encourage them to buy a certain product.Negative emotional appeal has increasingly become a substitute for positive appeal,because researchers have found that it is more likely to stimulate the change of audience’s attitude by causing some moderate negative emotion.But few studies have looked at the effect of different types of advertising with different content characteristics on eliciting a particular mood.According to the current situation of domestic labor division,women are still the main bearers of housework,which means that the public service advertisements of garbage classification in garbage placement stations are mainly aimed at female residents,and the advertisements in other places in the community are more likely to attract the attention of women.Most of the previous researches on public service advertisements of garbage classification are based on personality traits and information characteristics.There is little consideration of the effects of gender,which should be a special consideration based on the current situation of garbage classification activities in our country.Clarifying the role of gender factors in garbage sorting activities can more effectively formulate guiding policies for garbage sorting activities and reduce the probability of ineffective publicity of public policies.Therefore,based on cognitive dissonance theory and psychological ownership theory,this paper focuses on the impact of egoistic and altruistic garbage sorting public service advertisements on garbage sorting attitudes of residents of different genders.This study included two 2 ×2 experiments.Experiment 1 was a factor design of 2(gender: male vs.female)×2(guilt level: low vs.high),and the dependent variables were attitude towards garbage classification.In experiment 2,the factor design of 2(gender: male vs.female)×2(advertising type: egoism vs.altruism)was conducted.The dependent variables were guilt and attitude towards garbage classification caused by not conducting garbage classification.Finally,the following conclusions were drawn: 1.The positive effect of guilt level on garbage sorting attitude was more obvious in women.2.Compared with egoistic advertisements,altruistic public service advertisements on garbage sorting are more conducive to encouraging residents to form a good attitude towards garbage sorting,and this influence is more obvious on women.