Degree Type

Thesis

Date of Award

2012

Degree Name

Master of Science

Department

Greenlee School of Journalism and Communication

First Advisor

Sela Sar

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.

Copyright Owner

Supathida Kulpavaropas

Language

en

Date Available

2012-10-31

File Format

application/pdf

File Size

73 pages

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