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

I. Kuznetsova, S. Gurieva , G. Kuznecova

Результат исследований: Публикации в книгах, отчётах, сборниках, трудах конференцийстатья в сборнике материалов конференции

1 цитирование (Scopus)

Выдержка

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
Язык оригиналаанглийский
Название основной публикацииSmart Technologies and Innovations in Design for Control of Technological Processes and Objects: Economy and Production
Подзаголовок основной публикацииProceeding of the International Science and Technology Conference "FarEastСon-2018"
РедакторыD.B. Solovev
Место публикацииCham
ИздательSpringer
Страницы435-442
Том2
ISBN (электронное издание)9783030185534
ISBN (печатное издание)9783030185527
DOI
СостояниеОпубликовано - 2018
Событие
FarEastCon 2018: International Scientific Conference
- Vladivostok, Российская Федерация
Продолжительность: 2 окт 20184 окт 2018

Серия публикаций

НазваниеSmart Innovation, Systems and Technologies
Том139
ISSN (печатное издание)2190-3018

Конференция

Конференция
FarEastCon 2018
СтранаРоссийская Федерация
ГородVladivostok
Период2/10/184/10/18

Отпечаток

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

Предметные области Scopus

  • Психология (все)

Цитировать

Kuznetsova, I., Gurieva , S., & Kuznecova, G. (2018). The Problems of Positive and Negative Argumentation Effective Use in Public Service Advertising. В D. B. Solovev (Ред.), 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" (Том 2, стр. 435-442). (Smart Innovation, Systems and Technologies; Том 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". редактор / D.B. Solovev. Том 2 Cham : Springer, 2018. стр. 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.{\^A} 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 2018, The Problems of Positive and Negative Argumentation Effective Use in Public Service Advertising. в DB Solovev (ред.), 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". том. 2, Smart Innovation, Systems and Technologies, том. 139, Springer, Cham, стр. 435-442, Vladivostok, Российская Федерация, 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". ред. / D.B. Solovev. Том 2 Cham : Springer, 2018. стр. 435-442 (Smart Innovation, Systems and Technologies; Том 139).

Результат исследований: Публикации в книгах, отчётах, сборниках, трудах конференцийстатья в сборнике материалов конференции

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Kuznetsova I, Gurieva S, Kuznecova G. The Problems of Positive and Negative Argumentation Effective Use in Public Service Advertising. В Solovev DB, редактор, 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". Том 2. Cham: Springer. 2018. стр. 435-442. (Smart Innovation, Systems and Technologies). https://doi.org/10.1007/978-3-030-18553-4_54