Effects of Persuasive Appeals in Public Service Advertising.

Lynn, Jerry R.

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Peer reviewed

ERIC Number: EJ114083

Record Type: Journal

Publication Date: 1974

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Effects of Persuasive Appeals in Public Service Advertising

Lynn, Jerry R.

Journalism Quarterly, 51, 4, 622-30, W 74

Concludes that of four message types perceived on the basis of persuasive appeal--emotional, logical, source-attribute, and fear--emotional appeal is the most effective and source-attribute the least effective method of advertising. (RB)

Descriptors: Advertising, Communication (Thought Transfer), Higher Education, Information Dissemination, Media Research, Persuasive Discourse, Publicize

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