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Perception of Public Service Advertising: Source, message and Receiver Effects
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Lynn, Jerry R. – Journalism Quarterly, 1973
Shows attitudes toward advertisements are positive, awareness of the Advertising Council is low, and message retention is poorer among older persons than younger persons. (RB)
Descriptors: Advertising, Communication (Thought Transfer), Higher Education, Journalism
Message Effects of Public Service Advertising.
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Lynn, Jerry R. – 1973
Public service advertisements, disseminated via the mass media, have been credited with "positive attitudinal effects" in past research, but only certain kinds of such advertisements are really effective. Of the types of appeals used in television commercials--informative, emotional, "establishment" (or status quo), and…
Descriptors: Advertising, Attitudes, Communication (Thought Transfer), Information Dissemination