What Makes Anti-drunk Driving Advertising Work

In the prevalence of wine culture in China,drunk driving has been into a common social phenomenon.In 2011,China made regulations about anti-drunk driving in the criminal law,in order to reduce the drunk driving accident rate.However,the number of drunk driving accidents in China has remained high in recent years.And whether there is a more effective and feasible way to guide the public to reduce the willingness to drink and drive,the existing research has not yet reached a consensus.For a long time,almost all research conducted in terms of the persuasiveness on anti-drunk driving(ADD)advertising has focused on the use of negative message framing or individuals' construal variables.However,China as a country with thousands of years of cultural history,"face" of the theme in the sharing of communication has been difficult to avoid.At present,the domestic research has not yet studied the mechanism of restraining drunken behavior,and has not studied the effect of different drunken consequences on the effect of the act of driving wine from the point of view of consumer behavior.In other words,from the perspective of audience perception of information,studying the impact of the face of the anti-drunk driving public service advertising in China is still almost a blank.The purpose of this study is to explore the impact of face message on the degree of refusal to persuade anti-drunk driving public service advertisements.Specifically,the objectives of the project include(1)through the empirical method,more positive face and negative face refused to drunk driving public advertising relative effectiveness;(2)test after adding other variables positive face refused to drunk driving information than negative.What is the more effective case of face information? The author carried out two experiments on this,and will be from 22 to 60 years old subjects watched in different information anti-drunk driving ads.The results show that the face price information has a significant main effect on the willingness to drunk driving.In addition,when the audience to watch the positive face to promote the focus of advertising information and positive ability to face information has a good persuasion effect.Mianzi valence message,self-regulatory message and face type message have a third-way interaction on the intention of anti-drunk driving.This study will expand the existing public opinion advertising research on refusal to drunk driving and provide useful advice for the formulation of relevant government policy measures and marketing experts and advertising designers to guide the public more attention to road traffic safety and improve the well-being of life.