Abstract
| Original language | English |
|---|---|
| Title of host publication | Smart Technologies and Innovations in Design for Control of Technological Processes and Objects: Economy and Production |
| Subtitle of host publication | Proceeding of the International Science and Technology Conference "FarEastСon-2018" |
| Editors | D.B. Solovev |
| Place of Publication | Cham |
| Publisher | Springer |
| Pages | 435-442 |
| Volume | 2 |
| ISBN (Electronic) | 9783030185534 |
| ISBN (Print) | 9783030185527 |
| DOIs | |
| Publication status | Published - 2018 |
| Event | FarEastCon 2018: International Scientific Conference - Vladivostok Duration: 2 Oct 2018 → 4 Oct 2018 |
Publication series
| Name | Smart Innovation, Systems and Technologies |
|---|---|
| Volume | 139 |
| ISSN (Print) | 2190-3018 |
Conference
| Conference | FarEastCon 2018 |
|---|---|
| Country | Russian Federation |
| City | Vladivostok |
| Period | 2/10/18 → 4/10/18 |
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Scopus subject areas
- Psychology(all)
Cite this
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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
TY - GEN
T1 - The Problems of Positive and Negative Argumentation Effective Use in Public Service 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 - 2018
Y1 - 2018
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
UR - https://link.springer.com/chapter/10.1007/978-3-030-18553-4_54#citeas
U2 - 10.1007/978-3-030-18553-4_54
DO - 10.1007/978-3-030-18553-4_54
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, D.B.
PB - Springer
CY - Cham
ER -