Threat appeals in public service announcements: Effects of message framing and relationship norms

AbstractThis paper suggests a model that considers the effects of the children’s attitude toward Public Service Announcements—PSAs (measured through the likeability of PSAs) on their behavioural intention to eat fruits and vegetables. The suggested model was tested through an empirical analysis conducted with children aged 8 to 11 and the data were analysed through partial least squares – structural equation modeling (PLS-SEM) multigroup analysis. The findings indicate that the positive emotions PSAs generate and PSA credibility mediate the effects of the children’s perceived likeability of PSAs on their behavioural intention to eat fruits and vegetables. Overall, understanding the connections between PSA likeability, positive emotions, PSA credibility and behavioural intentions can facilitate the development of further social advertisements aimed at children covering healthy eating. Therefore, the findings of this study are relevant for non-profit organizations, government institutions and advertisers interested in creating effective social messages aimed at children.

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Pro-anorexia/bulimia censorship and public service announcements: the price of controlling women

Media Culture & Society ◽

10.1177/0163443715591672 ◽

2015 ◽

Vol 37 (8) ◽

pp. 1158-1175 ◽

Cited By ~ 5

Author(s):

Nicole Danielle Schott ◽

Debra Langan

Keyword(s):

Public Service ◽

Public Service Announcements

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Effects of HIV/AIDS Public Service Announcements On Attitude and Behavior: Interplay of Perceived Threat and Self-Efficacy

Social Behavior and Personality An International Journal ◽

10.2224/sbp.2014.42.5.799 ◽

2014 ◽

Vol 42 (5) ◽

pp. 799-809 ◽

Cited By ~ 5

Author(s):

Jueman (Mandy) Zhang ◽

Di Zhang ◽

T. Makana Chock

Keyword(s):

Condom Use ◽

Public Service ◽

Self Efficacy ◽

Positive Attitude ◽

The United States ◽

Public Service Announcements ◽

Perceived Threat ◽

Perceived Susceptibility ◽

And Behavior ◽

Hiv Aids

We examined how perceived threat affected attitude and behavior toward condom use with main and nonmain partners, among at-risk young adults with varying levels of self-efficacy. Participants were 170 heterosexually active, single students at a northeastern university in the United States. Exposure to HIV/AIDS public service announcements was found to increase perceived susceptibility, which facilitated a positive attitude toward condom use with main partners but not with nonmain partners. High self-efficacy promoted a positive attitude toward condom use with main partners, and condom use with main and nonmain partners. The interaction effects revealed that high, compared to low, self-efficacy motivated more condom use with main and nonmain partners when perceived susceptibility was lower.

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Double exposure: a critical study of preservice teachers’ multimodal public service announcements

Multimodal Communication ◽

10.1515/mc-2012-0005 ◽

2012 ◽

Vol 1 (1) ◽

Author(s):

Peggy Albers

Keyword(s):

Preservice Teachers ◽

Public Service ◽

Teaching And Learning ◽

New Literacies ◽

Social Issues ◽

Relevant Information ◽

Public Service Announcements ◽

Critical Study ◽

Visual Discourse ◽

The Media

AbstractAlthough a great deal of work has been done on the significance of new literacies in ELA teaching and learning, much less has been done on the area of analyzing critically the media that comprise digital projects created by textmakers. Composing with new literacies in mind requires that textmakers locate relevant information, design with particular media in mind that will convey their message, as well as anticipate what the viewer may want to see. However, with nearly unlimited access to images through various search engines, textmakers may be choosing images of convenience rather than content. In her work with preservice teachers, Albers invited them to create Public Service Announcements (PSAs) in response to social issues they saw at play in contemporary and classic literature. Framed in critical multimodal theory, Albers draws upon visual grammar and visual discourse analysis to analyze PSAs to understand how modal choices make visible stable and commonplace assumptions about adolescents, the intended audience for these PSAs.

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