关键词: 广告诉求, 主观社会经济地位, 亲环境行为意向, 环保公益广告

Abstract:

To explore whether an effective match can be formed between the advertising audience and different types of public service advertisements, this study manipulated the subjective socioeconomic status of 180 participants through contextual priming methodology by using 3 (advertising appeals: rational, emotional, non) × 2 (subjective socioeconomic status: high, low) between-subjects experimental design for inquiring into the impact of environmental protection public service advertising appeals and socioeconomic status on pro-environmental behavior intention. The results showed that individuals with low socioeconomic status improved their pro-environmental behavior intention by watching both rational and emotional environmental protection public service advertisements, as well as people in high socioeconomic status were only found a significant improvement effect of emotional environmental protection public service advertisements on the level of public domain pro-environmental behavior intention. The results, from the view of public service advertising appeals, highlighted the role of mass media and provide a new application path for promoting people’s pro-environmental behavior.

Key words: advertising appeal, subjective socioeconomic status, pro-environmental behavior intention, environmental protection public service advertisement