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The International Science and Technology Conference "FarEastСon"

FarEastСon 2018: Smart Technologies and Innovations in Design for Control of Technological Processes and Objects: Economy and Production pp 435–442Cite as

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

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Part of the book series: Smart Innovation, Systems and Technologies ((SIST,volume 139))

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.

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Acknowledgments

We would appreciate to receive feedback and comments on the paper from its readers. We are grateful to our unknown reviewers for their review and comments that greatly improved our manuscript. They will help us complete and enhance the research.

This work was supported and funded by the Social Psychology Department of Saint Petersburg State University.

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Authors and Affiliations

  1. Social Psychology Department, Phycology Division, Saint Petersburg State University, Universitetskaiya nab. 7/9, Saint Petersburg, Russia

    I. Kuznetsova & S. Gurieva

  2. Computer-Aided Design and Control Systems Departments, St. Petersburg State Technological Institute (Technical University), Moskovsky Prospect, 26, Saint Petersburg, Russia

    G. Kuznecova

Authors
  1. I. Kuznetsova
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  2. S. Gurieva
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  3. G. Kuznecova
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Corresponding author

Correspondence to I. Kuznetsova .

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Editors and Affiliations

  1. Department of Innovatics, Engineering School, Far Eastern Federal University (FEFU) , Vladivostok, Russia

    Denis B. Solovev

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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. https://doi.org/10.1007/978-3-030-18553-4_54

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