Public Service Messages in the Context of Commercial Advertisements |
Contents
Observations on the Effectiveness | 7 |
Effectiveness in the Context | 11 |
II | 14 |
9 other sections not shown
Common terms and phrases
acceptance action adver advertising's advocated agree agreement answer attempted attitude change attitude toward advertising awareness behavior believed change in intention changes in attitude Commercial Ad conditions commercial advertising communicator complete comprehension concern Council differences direction driver effect Entries are mean expected experience EXPERIMENTAL CONDITIONS exposure fact Farm favorable finding give helped Hovland implied included indicates individual influence Interaction issue judged judgments knowledge learning manipulations measure messages Negative Commercial Negative Word Cue occur operating opinion of advertising Pedro perceived credibility perceptions person Positive Positive Word Cue presented problem public interest public service ad public service ads public service advertising public service issue questionnaire questions relationship reported representative Research responses resulted Safety scale score seemed serve significant socially subjects success suggests Table tising United variable variance Wisconsin Word Cue conditions York