The application of persuasion theory to the development of effective proenvironmental public service announcements
The application of persuasion theory to the development of effective proenvironmental public service announcements
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DOI：
10.1111/0022-4537.00182
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发表时间：
2000-09-01
影响因子：
3.9
通讯作者：
Cialdini, RB
中科院分区：
文献类型：
--
作者：
Bator, RJ;Cialdini, RB
本文的目的是提供具体的指导方针，以帮助创建有效的环保公益广告（公益广告），鼓励运动设计者首先确定和调查的最佳目标受众，然后起草和休息的反应，通过样本的观众使用试点信息。设计师还建议考虑研究态度持久性，记忆和社会规范，并将此研究应用于信息内容和呈现风格。本文最后应用社会心理学的研究成果，提出了一系列有效公益广告的总体指导方针。如果环境运动开发者遵循这些规范，PSA成功的机会应该会增加。
The goal of this article is To provide specific guidelines to help create effective proenvironmental public service announcements (PSAs), Campaign designers are encouraged to initially identify and investigate the optimal target audience and then draft and rest reactions by samples of that audience using pilot messages. Designers are also advised to consider research on attitude persistence, memory, and social norms and apply this research to the message content and presentation style. The article concludes with an application of research from social psychology to a series of overall guidelines for effective PSAs. If environmental campaign developers follow these specifications, the chance of PSA success should be enhanced.