| Public service advertisements are a kind of advertising communication activity which serve the public and have a public idea.Because they have no performance orientation of commodity advertisements,they are easy to make the communicator pay attention only to respond to the call of the country and complete their mission as information publishers at the expense of ignoring the effect of communication.In the production of public service advertisements,the issues of the most effective way to attract the attention of the audience and how to effectively arouse the attention of the audience to achieve the desired purpose are largely invisible.Personal cognition as well as the content and form characteristics of public service advertisements directly determine the effects of advertising communication.From the perspective of individual cognitive style,advertising appeals and involvement,this study investigates its influence on the communication effects of public service advertisements.The way of 2(Field dependence,field independence)X 3(The way of appeals:rational appeals,emotional appeals,combination of rational and emotional appeals)X 2(Involvement:high involvement,low involvement)mixed experimental design are adopted.Field cognitive style is the inter-group variable,advertising appeals and involvement are intra-group variables.The dependent variables are advertising cognition,attitude and action.The results show that:(1)Individuals with different cognitive style have a significant influence on the willingness to act and attitude towards public service advertisements.Compared with the field independent,the field dependent people's willingness to act and advertising attitude to the public service advertisements are better.(2)There are significant differences in cognition,action and attitude of public service advertisements in different advertising appeals.The emotional advertisements produce the advertisement cognition and attitude are stronger,the emotional advertisements and the reason unifies advertisements to produce the action intention are better.(3)There are significant differences in advertising cognition,action and attitude produced by public service advertisements with different degrees of involvement.Compared with the low involvement degree of public service advertisements,the high degree of involvement of public service advertisements generated by advertising cognition,action and attitude are better.(4)Field cognitive style,advertising appeals and involvement have interactive effects on the willingness to act,attitude and cognition of public service advertisements.The study concluded that:(1)For different themes of public service advertisements,people have different degrees of involvement.The involvement of "filial piety to parents","traffic","environmental protection","thrift" and "building a civilized city" is ranked from high to low.It can be seen that different public service advertising themes in people's hearts are different,for the high involvement of the theme people will bring more emotion,advertising effect will be better.(2)The field dependent is more likely to be moved by public service advertisements,resulting in a stronger desire for action and advertising attitude,especially in the form of emotional appeals of advertising.The public service advertisements blended with feeling and reason are better for the field independent.(3)For the different demands advertising,there are differences in attitude and action intention.Generally speaking,the emotional appeals are the most effective way to form positive attitude and produce action will. |
PDF Full Text Request