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DO THE RIGHT THING: THE ROLE OF PUBLIC SERVICE ADVERTISEMENTS ON THE BEHAVIORS OF CONTEMPORARY COLLEGE STUDENTS

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Date Issued:
2012
Abstract/Description:
The purpose of this research is to investigate the relationship between public service advertising and the likelihood of Generation Y to react in the prescribed manner. Public service advertising can be paid or unpaid but is used to try and influence a particular audience to act in a prescribed manner. This research will be comparing two different types of message styles, argumentative and emotional, and two contemporary prominent issues, organ donation and prescription drug abuse. The two issues are classified as either altruistic, where there is no direct benefit, or self-help, where the results are personal. Four different messages will be used: altruistic argumentative, altruistic emotional, self-help argumentative, and self-help emotional. Also, previous knowledge levels will be taken into account. All combined, the end results will measure the likelihood of an individual to perform the act, donate to the cause monetarily, or tell another person.
Title: DO THE RIGHT THING: THE ROLE OF PUBLIC SERVICE ADVERTISEMENTS ON THE BEHAVIORS OF CONTEMPORARY COLLEGE STUDENTS.
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Name(s): Jones, Jessica, Author
Massiah, Carolyn, Committee Chair
University of Central Florida, Degree Grantor
Type of Resource: text
Date Issued: 2012
Publisher: University of Central Florida
Language(s): English
Abstract/Description: The purpose of this research is to investigate the relationship between public service advertising and the likelihood of Generation Y to react in the prescribed manner. Public service advertising can be paid or unpaid but is used to try and influence a particular audience to act in a prescribed manner. This research will be comparing two different types of message styles, argumentative and emotional, and two contemporary prominent issues, organ donation and prescription drug abuse. The two issues are classified as either altruistic, where there is no direct benefit, or self-help, where the results are personal. Four different messages will be used: altruistic argumentative, altruistic emotional, self-help argumentative, and self-help emotional. Also, previous knowledge levels will be taken into account. All combined, the end results will measure the likelihood of an individual to perform the act, donate to the cause monetarily, or tell another person.
Identifier: CFH0004268 (IID), ucf:44942 (fedora)
Note(s): 2012-08-01
B.S.B.A.
Business Administration, Dept. of Marketing
Bachelors
This record was generated from author submitted information.
Subject(s): Public Service Advertising
Generation Y
College Cohort
Persistent Link to This Record: http://purl.flvc.org/ucf/fd/CFH0004268
Restrictions on Access: public
Host Institution: UCF

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