The Impact Of No Littering Advertsing Slogans On Audience Behaviors And Emotions

This study discussed the impact of advertising slogans for no littering,the decrease of littering behaviors in public and positive emotions of audience were expecting.There are two parts in this research,field experiment and structured depth interview.8 pieces of advertising slogans were tested in the field experiment,and the conclusions as follows.There is no significant effects when stating "no littering"directly only once and repeat it three times.The slogan appeals to self-control got no significant effect in the experiment,but the slogan appeals to conformity behaviors did.When the slogan appeal to the one step in 'ji' fortune or breaking 'ji' fortune,significant results have been achieved,and the latter is superior to the former.When slogans appeal to audience property loss,the 'not lost money' slogan did not get significant effects on audience behaviors,but the 'lost money' did.In order to probe into the impact of the 8 pieces of advertising slogans on audience emotions,the structured depth interview was operated in the second part.We found that the slogans appeals'repeated the no littering three times','audience self-control'and 'step in ji fortune' have positive influence on audience emotions.Compared with the conclusions of the two parts,the slogans achieved significant results in the field experiment were not in the interview.Audience psychology and decision-making Process are full of complexity,and the reasons for this phenomenon were discussed.