The Influence Of Traffic Public Service Advertisement Information Framework And Information Target On Behavioral Intention Of Different Adjustment Focuser

Nowadays,the traffic safety problem in China has become a social problem.With the increasing number of vehicles in China,road traffic accidents are more and more frequent.In China,the number of road traffic accident casualties has been increasing year by year,so what is the cause? The survey found that people's indifference to traffic rules may be one of the main factors causing traffic accidents,and the use of public service advertisements to promote road traffic safety awareness is an important means to reduce road traffic accidents.But after advertising investment,the effect is not as good as imagined.Therefore,it is very important to explore how psas can have a better guiding role.However,most of the researches on improving the effect of public service advertisements in China focus on the advertising operation and development mode,and there is a lack of empirical research.On the contrary,foreign scholars have conducted abundant empirical studies on public service advertisements.However,due to the gap in national conditions,the research topic is somewhat different from that of China.However,there are many references for their research ideas and models.Therefore,this study will explore the influence of different types of transportation public service advertisements on the behavioral intentions of individuals with different characteristics from three aspects: information framework(the expression of advertising appeal content),information objective(the orientation of advertising appeal Angle)and adjustment focus(the characteristics of advertising appeal object).Prior to the formal study,a preliminary study was conducted to provide the corresponding experimentalmaterials for the subsequent formal study.Study in which a different adjustment focusing on individual college students(promotion focus,defensive focus)and four types of advertising slogan(yourself-and others-get,loss of yourself-and others-losses)as the independent variable,intention to score after to finish reading materials as dependent variable,the combination of different information framework and target strategy influence on behavior intention of different adjustment focusing on the audience.Study to two different adjustment focusing on the individual college students to promote the focus,defensive focus)and four types of advertising slogans(yourself-and others-get,loss of yourself-and others-losses)as the independent variable,the amplitude of ERPs as dependent variable,the combination of different information framework and target strategy influence on behavior intention of different adjustment focusing on the audience.This study draws the following conclusions through experiments on two levels of behavior and electroencephalogram:1.When the information strategy combination is "self-acquisition",it has a greater positive impact on promoting the behavioral intention of focusing individuals.Individuals are more interested in such advertisements and invest more attention resources.2.When the information strategy combination is "self-loss",it has a greater positive impact on the behavior intention of defense-focused individuals,who are more interested in such advertisements and invest more attention resources.The study gives us some enlightenment,when putting traffic safety advertisements,we should consider the characteristics of individual focus regulation,the advertising effect of promoting focused individuals to face the "self-gain" information strategy is better,while the advertising effect of defensive focused individuals to face the "self-loss" information strategy is better.