The Problems of Positive and Negative Argumentation Effective Use in Public Service Advertising

I. Kuznetsova, S. Gurieva , G. Kuznecova

Research output

1 Citation (Scopus)

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"
EditorsD.B. Solovev
Place of PublicationCham
PublisherSpringer
Pages435-442
Volume2
ISBN (Electronic)9783030185534
ISBN (Print)9783030185527
DOIs
Publication statusPublished - 2018
Event
FarEastCon 2018: International Scientific Conference
- Vladivostok
Duration: 2 Oct 20184 Oct 2018

Publication series

NameSmart Innovation, Systems and Technologies
Volume139
ISSN (Print)2190-3018

Conference

Conference
FarEastCon 2018
CountryRussian Federation
CityVladivostok
Period2/10/184/10/18

Fingerprint

Anxiety
Semantic Differential
Analysis of Variance
Emotions
Smoking
Psychology
Surveys and Questionnaires
Public Service Announcements
Retention (Psychology)

Scopus subject areas

  • Psychology(all)

Cite this

Kuznetsova, I., Gurieva , S., & Kuznecova, G. (2018). The Problems of Positive and Negative Argumentation Effective Use in Public Service 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. https://doi.org/10.1007/978-3-030-18553-4_54
Kuznetsova, I. ; Gurieva , S. ; Kuznecova, G. / The Problems of Positive and Negative Argumentation Effective Use in Public Service 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 / D.B. Solovev. Vol. 2 Cham : Springer, 2018. pp. 435-442 (Smart Innovation, Systems and Technologies).
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Kuznetsova, I, Gurieva , S & Kuznecova, G 2018, The Problems of Positive and Negative Argumentation Effective Use in Public Service 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, Vladivostok, 2/10/18. https://doi.org/10.1007/978-3-030-18553-4_54

The Problems of Positive and Negative Argumentation Effective Use in Public Service 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. / D.B. Solovev. Vol. 2 Cham : Springer, 2018. p. 435-442 (Smart Innovation, Systems and Technologies; Vol. 139).

Research output

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Kuznetsova I, Gurieva S, Kuznecova G. The Problems of Positive and Negative Argumentation Effective Use in Public Service 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. 2018. p. 435-442. (Smart Innovation, Systems and Technologies). https://doi.org/10.1007/978-3-030-18553-4_54