The Impact Of Advertisements With Different Appeals On Public Attitudes Towards Garbage Classification

Public garbage classification is the most effective means to realize garbage classification and collection.Although a large number of classified advertisements enter daily life in different ways,the actual actions of individual garbage classification have not been significantly improved.Therefore,it shows that the existed garbage classified advertisements have shortcomings,and screening out the types of advertisements that can effectively improve the individual’s attitude toward garbage classification is beneficial to improve the individual’s attitude toward garbage classification.The appeal and presentation methods of advertisements are important factors that affect the audience’s attitude towards advertising.Therefore,this research starts from the advertising appeal types and presentation methods to explore the types of advertisements that can most effectively improve individual garbage classified attitudes.This research is divided into three parts:Experiment 1: Compare the emotional appeal advertisement and the rational appeal advertisement to select which has the stronger influence on the public’s attitude towards garbage classification.The explicit attitude of the subjects was obtained by operating the two variables,the advertising appeal type and the presentation mode,the implicit attitude and the Concomitant physiological indicators were obtained by operating the variable of the advertised type.Results of Experiment 1: The results of explicit attitudes show that perceptual appeals have a stronger influence on the subjects than rational appeals,and the influence of videos on the explicit attitudes of the subjects is greater than that of pictures.The results of implicit attitudes show that there is no significant change in implicit attitudes before and after viewing rational appeals or perceptual appeals.At the same time,after viewing two different materials,the subjects have no significant post-test implicit attitudes towards the two types of appeals.The results of the heart rate show that there is no significant difference in the heart rate of the subjects when they look at different materials.The results of RSA show that when the subjects watch different appeal materials,their vagus nerve is not inhibited.There is a significant edge effect of the enhancement of the vagus nerve when viewing rational appeal materials,and the vagus nerve is significantly strengthened when viewing perceptual appeal materials.But for different types of appeal materials,the subjects’ RSA is not significant.Experiment 2: Compare the positive appeal advertisement and the negative appeal advertisement to select which has the stronger influence on the public’s attitude towards garbage classification.The explicit attitude of the subjects was obtained by operating the two variables,the emotional valence and the presentation mode,the implicit attitude and the Concomitant physiological indicators were obtained by operating the variable of the emotional valence.Results of Experiment 2: The results of explicit attitudes show that negative appeals have a stronger influence on the subjects’ explicit attitudes than positive appeals,and the impact of videos on the subjects’ explicit attitudes is greater than that of pictures,and the interaction effect is significant.The results of implicit attitudes show that there is no significant change in implicit attitudes before and after viewing the positive appeal materials,but there is a significant marginal change in the implicit attitudes of the subjects before and after viewing the negative appeal materials.After viewing the two different materials,there is no significant difference in the subjects’ post-test implicit attitudes towards the two types of appeal advertisements.The results of the heart rate show that the subjects have no significant effect on their heart rates before and after watching the positive or negative appeal materials,but the heart rate of the subjects when they watch the negative appeal advertisement is lower than when they watch the positive appeal advertisement.The results of RSA show that for different types of appeal materials,the subjects’ RSA is not significantExperiment 3: Compare the low,medium,and high emotional intensity advertisements to select which has the strongest influence on the public’s attitude towards garbage classification.The explicit attitude of the subjects was obtained by operating the two variables,the emotional intensity and the presentation mode,the implicit attitude and the concomitant physiological indicators were obtained by operating the variable of the emotional intensity.Results of Experiment 3: The results of explicit attitudes show that the influence of appeal intensity on the subjects’ explicit attitudes is in a proportional function.And the influence of the video on the subjects’ explicit attitude is greater than that of pictures.The results of implicit attitudes show that there is no significant impact on the subjects before and after viewing materials with low or medium negative appeals,while the implicit attitudes of the subjects are positively affected before and after viewing materials with high negative appeals.After watching different materials,there is no significant difference in the subjects’ implicit attitudes towards different materials.The heart rate results show that when the subjects watch materials with different intensities of negative appeals,the heart rates produce significant differences.The heart rates of the subjects when they watch materials with low negative appeals are significantly lower than those when they watched materials with high negative appeals;However,there was no significant difference between the subjects’ heart rate between the low and high negative materials when viewing materials with middle negative appeals.The results of RSA show that for different types of appeal materials,the subjects’ RSA is not significant.Conclusions:(1)The garbage classified advertisement with perceptual appeal is better than rational appeal in garbage classification;(2)The garbage classified advertisement with negative appeal is better than positive appeal in garbage classification;(3)The garbage classified advertisement with high emotional intensity is better than low and medium emotional intensity advertisements in garbage classification;(4)(Whether it is implicit or explicit attitude)High-intensity,intuitive and perceptual garbage classified advertisements that focus on negative consequences are more effective for the formation of the public’s positive attitude toward garbage classification.In summary,this research will screen out the best types of garbage classified advertisements.The best type of garbage classified advertisements can improve the publicity effect of garbage classified advertisements,make garbage classified advertisements more attractive and persuasive,and arouse public resonance.In order to achieve the goal of enhancing people’s environmental protection attitude,improving the positive attitude,effectively reducing the amount of waste landfill and incineration,and contributing to environmental protection and the construction of ecological civilization.