On The Design Of Public Service Advertisements For COVID-19 Prevention And Control In Universities Under Hovland’s Persuasion Theory

In the context of the COVID-19 pandemic,propaganda about epidemic prevention in colleges and universities has been a priority.As an important mode of transmission,public service advertising in higher education institutions can transfer the knowledge on epidemic prevention and enhance students’ awareness of the pandemic.Guided by Persuasion Theory of Carl Hovland,the paper analyzed the status quo of public service advertising for COVID-19 epidemic prevention in colleges and universities and carried out relative design research.A set of design principles and application methods were expounded,thus enhancing effects and value of propaganda.Based on this,it expounded relative design practice in order to provide new thoughts for propaganda about epidemic prevention in higher education institutions,thus bearing great practical significance.The paper is divided into six sections.The first section is introduction.This section described the background,purpose,and significance of the study,as well as relative theories.Research methods and contents were also selected.The research framework was thus established based on the aforementioned conditions.The second is a summary of relative theories.In this section,theory outline of Persuasion Theory of Carl Hovland and public service advertising were conducted using literature research method and case analysis method.The application of Persuasion Theory in public service advertising was analyzed.Moreover,the section underlined the significance and necessity of such theory to public service advertising for COVID-19 epidemic prevention in colleges and universities.The third section explored research analysis of both epidemic prevention in higher education institutions and public service advertising.The section summarized the status quo of epidemic prevention and basic information on public service advertising in colleges and universities.Field method and questionnaire method were adopted to conduct research on public service advertising for COVID-19 epidemic prevention in colleges and universities.Based on investigation results,existing problems were summarized and conclusions were made,laying a foundation for later design practice.The fourth section expounded the study on design method of public service advertising for COVID-19 epidemic prevention in colleges and universities on the basis of Persuasion Theory of Carl Hovland.Based on theories expounded in the second and third sections as well as existing problems of public service advertising for epidemic prevention in higher education institutions,this section explored design principles and methods applicable to such advertising,thus underpinning the design practice of the paper.The fifth section described design practice of public service advertising for epidemic prevention in colleges and universities on the basis of Persuasion Theory of Carl Hovland.In this section,summarized design principles and methods were applied to the design practice of public service advertising for epidemic prevention in higher education institutions.The sixth section is conclusion and prospect.The last section summarized the research results of the paper as well as weaknesses,thus offering references to design of public service advertising in colleges and universities.On the basis of study on public service advertising for COVID-19 epidemic prevention in colleges and universities using Persuasion Theory of Carl Hovland,the paper explored the apply means of methods of Persuasion in Persuasion Theory of Carl Hovland,and summarized design principles and methods,thus providing thoughts to design practice of public service advertising for COVID-19 epidemic prevention in higher education institutions and social public events.