环保公益广告诉求对不同社会经济地位受众亲环境行为意向的影响

The Impact of Environmental Protection Public Service Advertising Appeals on the Pro-Environmental Behavior Intention of Audiences in Different Socioeconomic Status

为探讨广告受众与不同诉求类型的公益广告之间能否形成有效匹配,通过情景启动法操纵180名被试的主观社会经济地位,采用3(广告诉求:理性、感性、无)×2(主观社会经济地位:高、低)被试间实验设计,探究环保公益广告诉求和社会经济地位对亲环境行为意向的影响。结果发现:低社会经济地位的个体观看理性和感性环保公益广告均能显著提升其亲环境行为意向,而高社会经济地位者仅在公域亲环境行为意向这一维度上发现了感性环保公益广告的显著提升效果。研究结果从公益广告诉求类型出发,引入大众传媒的作用,为促进人们的亲环境行为提供了新的应用路径。

To explore whether an effective match can be formed between the advertising audience and different types of public service advertisements,this study manipulated the subjective socioeconomic status of 180 participants through contextual priming methodology by using 3(advertising appeals:rational,emotional,non)×2(subjective socioeconomic status:high,low)between-subjects experimental design for inquiring into the impact of environmental protection public service advertising appeals and socioeconomic status on pro-environmental behavior intention.The results showed that individuals with low socioeconomic status improved their pro-environmental behavior intention by watching both rational and emotional environmental protection public service advertisements,as well as people in high socioeconomic status were only found a significant improvement effect of emotional environmental protection public service advertisements on the level of public domain pro-environmental behavior intention.The results,from the view of public service advertising appeals,highlighted the role of mass media and provide a new application path for promoting people’s pro-environmental behavior.