The Influence Of Internal And External-Information Message Framing For Advertisement Effect-the Adjustment Of Locus Of Control

With the worsening of environmental problems in recent years,public concern about environmental protection has increased.Under this circumstance,the people's lifestyle is changing accordingly."Low-carbon Life”and "Low-carbon Travel”are gradually becoming the society 's main topics.As the PSA(public service advertisement)has to protect people's interest before everything else,it has become the main way to advocate this topic.In the academic circles of our country,the research on public service advertisements mainly focuses on the macro level,such as development trend and policy environment.In this paper,the influence of both of them on advertising effect will be studied from the micro level of Locus of Control(internal control,external control)and from Information Frame(internal message framing,external message framing).The first study under the natural state.In this experiment,the influence of internal and external control on the information frame is studied by using measurement methods.Experiment 2 adopts the experimental method and discusses the interaction on the advertising effect between locus of control and information frame under the condition of priming the locus of control.Through two researches,the purpose of this paper is to prove that the two independent variables can affect advertising effectiveness both.It is better to explore what kind of information frame is better for the internal controller and what kind of information frame is better for the external controller.The study found that in nature state,measurement techniques,the advertising with internal message framing will have better effectiveness on internal controller.In the case of priming locus of control,the advertising with external message framing will have better effectiveness on external controller in a state of priming locus of control.