The Problems of Positive and Negative Argumentation Effective Use in Public Ser-vice Advertising

I. Kuznetsova, S. Gurieva, G. Kuznecova

Research output

Abstract

Our study is aimed to reveal the peculiarities of perception (preference, attitude, and retention in memory) of the TV public service advertising (based on the advertising campaigns against road traffic offenses and smoking). 60 respondents of different age, educational background, and profession took part in the study. The procedure of the study included two stages. At the first stage, the respondents filled in the inquiry form and their anxiety level was registered (C. Spielberger procedure). Then they watched 8 short videos, answered the questions after watching each video and marked their characteristics in semantic differential chart. 14 days later all the participants were individually interviewed regarding the videos retained in their memory and their attitude towards the considered problems. We obtained the following statistically significant results (correlation analysis, Scheffe’s criterion analysis of variance, Pearson’s chi-squared criterion). All participants of the study (whether or not the described problem was important for them) better perceived and retained in their memory with higher statistical significance the public service advertising that triggers strong emotions (both positive and negative) with logical arguments. Perception of the public service advertising has been determined by personal characteristics of the respondents (level of emotional stability, anxiety, etc.). Therefore, perception of the public service advertising is a combination of characteristics of the video itself and psychological peculiarities of the respondents.
Original languageEnglish
Title of host publicationSmart Technologies and Innovations in Design for Control of Technological Processes and Objects: Economy and Production
Subtitle of host publicationProceeding of the International Science and Technology Conference "FarEastСon-2018"
EditorsDenis B. Solovev
Place of PublicationCham
PublisherSpringer
Pages435-442
Volume2
ISBN (Electronic)9783030185534
ISBN (Print)9783030185527
Publication statusE-pub ahead of print - 19 May 2019

Publication series

NameSmart Innovation, Systems and Technologies
PublisherSpringer
Volume139

Fingerprint

argumentation
public service
video
traffic offense
anxiety
advertising campaign
semantic differential
statistical significance
road traffic
analysis of variance
smoking
emotion
profession

Cite this

Kuznetsova, I., Gurieva, S., & Kuznecova, G. (2019). The Problems of Positive and Negative Argumentation Effective Use in Public Ser-vice Advertising. In D. B. Solovev (Ed.), Smart Technologies and Innovations in Design for Control of Technological Processes and Objects: Economy and Production: Proceeding of the International Science and Technology Conference "FarEastСon-2018" (Vol. 2, pp. 435-442). (Smart Innovation, Systems and Technologies; Vol. 139). Cham: Springer.
Kuznetsova, I. ; Gurieva, S. ; Kuznecova, G. / The Problems of Positive and Negative Argumentation Effective Use in Public Ser-vice Advertising. Smart Technologies and Innovations in Design for Control of Technological Processes and Objects: Economy and Production: Proceeding of the International Science and Technology Conference "FarEastСon-2018" . editor / Denis B. Solovev. Vol. 2 Cham : Springer, 2019. pp. 435-442 (Smart Innovation, Systems and Technologies).
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abstract = "Our study is aimed to reveal the peculiarities of perception (preference, attitude, and retention in memory) of the TV public service advertising (based on the advertising campaigns against road traffic offenses and smoking). 60 respondents of different age, educational background, and profession took part in the study. The procedure of the study included two stages. At the first stage, the respondents filled in the inquiry form and their anxiety level was registered (C. Spielberger procedure). Then they watched 8 short videos, answered the questions after watching each video and marked their characteristics in semantic differential chart. 14 days later all the participants were individually interviewed regarding the videos retained in their memory and their attitude towards the considered problems. We obtained the following statistically significant results (correlation analysis, Scheffe’s criterion analysis of variance, Pearson’s chi-squared criterion). All participants of the study (whether or not the described problem was important for them) better perceived and retained in their memory with higher statistical significance the public service advertising that triggers strong emotions (both positive and negative) with logical arguments. Perception of the public service advertising has been determined by personal characteristics of the respondents (level of emotional stability, anxiety, etc.). Therefore, perception of the public service advertising is a combination of characteristics of the video itself and psychological peculiarities of the respondents.",
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Kuznetsova, I, Gurieva, S & Kuznecova, G 2019, The Problems of Positive and Negative Argumentation Effective Use in Public Ser-vice Advertising. in DB Solovev (ed.), Smart Technologies and Innovations in Design for Control of Technological Processes and Objects: Economy and Production: Proceeding of the International Science and Technology Conference "FarEastСon-2018" . vol. 2, Smart Innovation, Systems and Technologies, vol. 139, Springer, Cham, pp. 435-442.

The Problems of Positive and Negative Argumentation Effective Use in Public Ser-vice Advertising. / Kuznetsova, I.; Gurieva, S.; Kuznecova, G.

Smart Technologies and Innovations in Design for Control of Technological Processes and Objects: Economy and Production: Proceeding of the International Science and Technology Conference "FarEastСon-2018" . ed. / Denis B. Solovev. Vol. 2 Cham : Springer, 2019. p. 435-442 (Smart Innovation, Systems and Technologies; Vol. 139).

Research output

TY - GEN

T1 - The Problems of Positive and Negative Argumentation Effective Use in Public Ser-vice Advertising

AU - Kuznetsova, I.

AU - Gurieva, S.

AU - Kuznecova, G.

N1 - Kuznetsova I., Gurieva S., Kuznecova G. (2019) The Problems of Positive and Negative Argumentation Effective Use in Public Service Advertising. In: Solovev D. (eds) Smart Technologies and Innovations in Design for Control of Technological Processes and Objects: Economy and Production. FarEastСon 2018. Smart Innovation, Systems and Technologies, vol 139. Springer, Cham

PY - 2019/5/19

Y1 - 2019/5/19

N2 - Our study is aimed to reveal the peculiarities of perception (preference, attitude, and retention in memory) of the TV public service advertising (based on the advertising campaigns against road traffic offenses and smoking). 60 respondents of different age, educational background, and profession took part in the study. The procedure of the study included two stages. At the first stage, the respondents filled in the inquiry form and their anxiety level was registered (C. Spielberger procedure). Then they watched 8 short videos, answered the questions after watching each video and marked their characteristics in semantic differential chart. 14 days later all the participants were individually interviewed regarding the videos retained in their memory and their attitude towards the considered problems. We obtained the following statistically significant results (correlation analysis, Scheffe’s criterion analysis of variance, Pearson’s chi-squared criterion). All participants of the study (whether or not the described problem was important for them) better perceived and retained in their memory with higher statistical significance the public service advertising that triggers strong emotions (both positive and negative) with logical arguments. Perception of the public service advertising has been determined by personal characteristics of the respondents (level of emotional stability, anxiety, etc.). Therefore, perception of the public service advertising is a combination of characteristics of the video itself and psychological peculiarities of the respondents.

AB - Our study is aimed to reveal the peculiarities of perception (preference, attitude, and retention in memory) of the TV public service advertising (based on the advertising campaigns against road traffic offenses and smoking). 60 respondents of different age, educational background, and profession took part in the study. The procedure of the study included two stages. At the first stage, the respondents filled in the inquiry form and their anxiety level was registered (C. Spielberger procedure). Then they watched 8 short videos, answered the questions after watching each video and marked their characteristics in semantic differential chart. 14 days later all the participants were individually interviewed regarding the videos retained in their memory and their attitude towards the considered problems. We obtained the following statistically significant results (correlation analysis, Scheffe’s criterion analysis of variance, Pearson’s chi-squared criterion). All participants of the study (whether or not the described problem was important for them) better perceived and retained in their memory with higher statistical significance the public service advertising that triggers strong emotions (both positive and negative) with logical arguments. Perception of the public service advertising has been determined by personal characteristics of the respondents (level of emotional stability, anxiety, etc.). Therefore, perception of the public service advertising is a combination of characteristics of the video itself and psychological peculiarities of the respondents.

KW - Positive and negative argumentation

KW - Effectiveness

KW - Public service advertising

M3 - Conference contribution

SN - 9783030185527

VL - 2

T3 - Smart Innovation, Systems and Technologies

SP - 435

EP - 442

BT - Smart Technologies and Innovations in Design for Control of Technological Processes and Objects: Economy and Production

A2 - Solovev, Denis B.

PB - Springer

CY - Cham

ER -

Kuznetsova I, Gurieva S, Kuznecova G. The Problems of Positive and Negative Argumentation Effective Use in Public Ser-vice Advertising. In Solovev DB, editor, Smart Technologies and Innovations in Design for Control of Technological Processes and Objects: Economy and Production: Proceeding of the International Science and Technology Conference "FarEastСon-2018" . Vol. 2. Cham: Springer. 2019. p. 435-442. (Smart Innovation, Systems and Technologies).