Information processing of audiences exposed to public service advertising messages for Special Olympics

2016 ◽  
Vol 17 (3) ◽  
pp. 277-298 ◽  
Author(s):  
Meungguk Park ◽  
Brian A. Turner ◽  
Donna L. Pastore ◽  
Morgan Chitiyo ◽  
Taeho Yoh
Keyword(s):  
Content Analysis ◽  
Public Service ◽  
Cognitive Responses ◽  
Special Olympics ◽  
Content Type ◽  
Positive Feeling ◽  
Content Analysis Method ◽  
Public Service Advertising ◽  
Service Advertising ◽  
Good Cause

Purpose – The purpose of this paper is to explore the cognitive processes that the study subjects experienced when exposed to different types of public service advertisements about Special Olympics. Design/methodology/approach – A total of 529 cognitive responses from 141 college students were analyzed using the content analysis method. Findings – The results of the frequency count of cognitive responses indicated that low-empathy (LE) subjects engaged in extensive cognitive efforts to process the information as much as high-empathy (HE) subjects. Additionally, the content analysis of the qualitative data showed that the two most frequently cited categories of positive thoughts for HE subjects were good cause/importance of Special Olympics and positive feeling related to volunteering for Special Olympics. For LE subjects, the most frequently identified category in positive thoughts was altruist/moral responsibility, followed by volunteer intention and positive feeling related to volunteering for Special Olympics. Originality/value – The paper provides valuable information on cognitive responses to public service advertising messages.

Prosocial native advertising on social media: effects of ad-context congruence, ad position and ad type

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Yan Huang ◽  
Hye Jin Yoon
Keyword(s):  
Social Media ◽  
Public Service ◽  
Environmental Sustainability ◽  
Positive Influence ◽  
Content Type ◽  
Digital Space ◽  
Public Service Advertising ◽  
Social Media Platforms ◽  
Service Advertising ◽  
Positive Effect

Purpose Social media have become an increasingly important venue for prosocial campaigns. Competing for the public’s attention in the digital space is an ongoing challenge. This study aims to test the influence of ad-context congruence, ad position and ad type (i.e. public service advertising [PSA] vs cause-related brand [CRB] advertising) on the effectiveness of prosocial native advertising on social media. Design/methodology/approach Two experiments were conducted on different social media platforms (i.e. Twitter and Instagram) with varied prosocial issues (i.e. healthy eating and environmental sustainability). Findings Experiment 1 indicated that the congruence between prosocial native ads and social media feeds elicited greater ad involvement and a more favorable ad attitude, regardless of ad position. Experiment 2 revealed that such an impact was contingent on whether the prosocial native ad was a public service ad or a CRB ad. The positive influence of ad-context congruence was pronounced among public service ads but was not observed among CRB ads. Perceived ad involvement mediated the interaction effects between ad-context congruence and ad type on ad attitude and behavioral intention. Originality/value The study extends ad-context congruence research to the context of prosocial native advertising on social media. Moreover, it identifies ad type as a boundary condition for the congruence effects and reveals that increased ad involvement is the mechanism underlying the positive effect of congruent PSA.

New home warranty schemes: developing a theoretical comparative framework using qualitative content analysis

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Sebastien Royal ◽  
Nadia Lehoux ◽  
Pierre Blanchet
Keyword(s):  
Content Analysis ◽  
Qualitative Content Analysis ◽  
Comparative Method ◽  
Developed Countries ◽  
Comparative Case Study ◽  
Flexible Tool ◽  
Content Type ◽  
Comparative Framework ◽  
Government Documents ◽  
Content Analysis Method

PurposeThe housing construction industry is one of the most lucrative sectors for developed countries. However, homebuyers are often vulnerable when left with latent building defects in their new-build house. Many nations have thus implemented new home warranty schemes to protect consumers and stimulate residential production. These warranty programs vary excessively from state to state given the distinct nature of environments. Previous studies have attempted to compare one with another but did not apply a consistent comparative method when doing so. Therefore, the purpose of this study is to identify the characteristics defining a new home warranty and to develop a standardised comparative framework.Design/methodology/approachAfter evaluating the characteristics outlined in multiple home warranty programs, a qualitative content analysis method was used to establish coding, categories and themes in order to create the framework. The methodology relied mostly on cross-referencing from academic papers, methodical reviews, government documents and professional consultant reports.FindingsThis paper reviewed warranty schemes from six countries: Canada, United Kingdom, Australia, Japan, France and Malaysia. The findings suggest that home warranty programs are defined by five main themes: political involvement; homeowner protection; financial sustainability; quality management; and dispute resolution. At the end, the research created a comparative framework of 101 codes that could be used to accurately measure the efficiency of a home warranty scheme.Originality/valueGathering all defining characteristics of new housing warranties into a unique comparative framework rectifies a gap in the literature. Such a flexible tool will aid future practitioners in the field to undertake comparative case study analysis through qualitative research methods.

Politics in Public Service Advertising on Television.

1977 ◽  
Vol 92 (3) ◽  
pp. 529
Author(s):  
Doris A. Graber ◽  
David L. Paletz ◽  
Roberta E. Pearson ◽  
Donald L. Willis
Keyword(s):  
Public Service ◽  
Public Service Advertising ◽  
Service Advertising

scholarly journals Semiotic Analysis of a Public Service Advertising I compost food waste

Nirmana ◽  
2021 ◽  
Vol 19 (2) ◽  
pp. 90-97
Author(s):  
Muhammad Rudi Kurniawan ◽  
Sahrul N ◽  
Syafwandi Syafwandi
Keyword(s):  
Environmental Economic ◽  
Food Waste ◽  
Public Service ◽  
Social Aspects ◽  
Semiotic Analysis ◽  
Public Service Advertising ◽  
Design Innovation ◽  
Service Advertising ◽  
Insight Into

Most of the current researches on analyzing public service advertisings (PSA) about food waste into compost is concentrated on the interconnection between environmental, economic, and social aspects. This study has considered the semiotic analysis of the selected PSA through Barthes’ The Five Codes theory. Using the semiotic framework, the paper explains the messages of the PSA “I Compost Food Waste” and describes how this advertising provides insight into design innovation. The findings have shown that the PSA combined with the semiotics is capable of raising people’s awareness about food waste into compost.

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