The influence of level of issue relevance and emotional appeals in public service ads on attitudes and behavioral intentions toward global climate change
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2012-01-01
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Kulpavaropas, Supathida
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Sela Sar
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Greenlee School of Journalism and Communication
The Greenlee School of Journalism and Communication offers two majors: Advertising (instructing students in applied communication for work in business or industry), and Journalism and Mass Communication (instructing students in various aspects of news and information organizing, writing, editing, and presentation on various topics and in various platforms). The Department of Agricultural Journalism was formed in 1905 in the Division of Agriculture. In 1925 its name was changed to the Department of Technical Journalism. In 1969 its name changed to the Department of Journalism and Mass Communications; from 1969 to 1989 the department was directed by all four colleges, and in 1989 was placed under the direction of the College of Sciences and Humanities (later College of Liberal Arts and Sciences). In 1998 its name was changed to the Greenlee School of Journalism and Communication.
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Greenlee School of Journalism and Communication
Abstract
This study examines the main and interactive effects of two emotional appeals (fear and happy) in public service advertisements and the degree to which this topic is assessed as relevant to people's lives on participants' attitude toward the advertisement, their attitude toward global climate change as an issue, and their intention to practice behaviors expected to mitigate global climate change. The hypotheses posed were not supported. In absolute terms, however, the results of this experiment showed that participants with high issue relevance reported more positive attitude toward the advertisement, more positive attitude toward global climate change, and greater behavioral intention after viewing a global climate change advertisement.
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Sun Jan 01 00:00:00 UTC 2012