城市公益广告说服策略研究——以霍夫兰“说服模型”为框架

Research on the Persuasion Strategy of Public Service Advertising: Based on Hovland’s "Persuasion Model"

作为广告的一种类型,公益广告具备了广告创作手法的完整特征属性,但究其根本要旨是为了有效地说服公众从而实现其蕴含的公益目的,因此其策略侧重点与商业广告有所不同。霍夫兰的'说服模型'从说服者、说服对象、说服信息和说服情境解释了影响受众态度的相互关联四要素,这四个要素对公益广告实现其说服目的而采用的策略及创意方式也具有重要的理论指导作用。

As a type of advertising,public service advertising with same attributes like as other types of advertising, but because of its public objectives, the strategy emphasis is different to commercial advertising. Hovland’ s from 4 factors such as persuader, persuade object, persuade information and situation to explains the effect of audience attitude by his Persuasion Model, there is an important theoretical guidance for strategy and creative way of public service advertising.