An Empirical Study on the Explicit and Implicit Attitudes Towards Public Service Advertisements
|Keywords||public service advertisements attitude study advertise attitudes explicit attitudes implicit attitudes implicit association test|
As an important part of the social public utilities, Public ServiceAdvertisement, whose publicity demands for its service for public interest,naturally has the most extensive audience group. A study into the attitude of theaudience group of the PSA is one of the ways in which the PSA develops.With the attitude of the audience group of the PSA as its object, this studyprobes into the audiences’ explicit attitude and implicit attitude towards themanifestations of the PSA through a series of progressive attitude measurements.In the first part the general attitude of the test group was measured withquestionnaires. The second part inquired into the measurements of the test group’sexplicit attitude and implicit attitude and the relationship between them, through amethod combining the method of questionnaire and the implicit association test.The conclusions of this study are as follows:1. The explicit attitude scale showed that the audiences prefer the PSA withpositive manifestations, and held a negative attitude towards the PSA withnegative manifestations.2. The implicit association test showed that the audiences are inclined toassociate positively manifested PSAs with positive words and vice versa.3. The measurements of the explicit attitude and the implicit attitude bothshowed that the positively manifested PSAs are more likely to be accepted andthe negatively manifested PSAs tend to bring the audiences some undesirablevisual and psychological reactions.4. With respect to the attitudes towards the PSAs with different manifestations, the audiences’ explicit attitude and implicit attitude belongrespectively to two independent information processing systems, and therelationship between them is not significant.This research puts forward a suggestion for the creation and spread of thePSAs---in the process of the creation and spread of the PSAs, the audiences’psychological receptiveness should be fully considered and their cognitive feelingshould not be ignored so as to achieve better effects of communication.