The Effect of Health PSA

• Main Authors: Te-Chun Ho, 何德濬
• Other Authors: Chi-Yun Moh
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/45134914748676566425

碩士 === 國立體育大學 === 休閒產業經營學系 === 102 === The purpose of this study was to analyze the effects fo different advertising appeals and different message framing on public service advertising. The study adopted a 2x2 experiment design to test the main effects as well as the interaction between advertising appeals ((rational/emotional) and message framing (positive/negative) and to determine what kind of public service advertising could have better advertising effect. The result showed that the interaction among advertising appeals and message framing have synergy effect on advertising effect. When appeals was emotional appeal and message framing was positive, the advertising effectiveness was the best.