Journal
JOURNAL OF SOCIAL ISSUES
Volume 56, Issue 3, Pages 527-541Publisher
WILEY
DOI: 10.1111/0022-4537.00182
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The goal of this article is To provide specific guidelines to help create effective proenvironmental public service announcements (PSAs), Campaign designers are encouraged to initially identify and investigate the optimal target audience and then draft and rest reactions by samples of that audience using pilot messages. Designers are also advised to consider research on attitude persistence, memory, and social norms and apply this research to the message content and presentation style. The article concludes with an application of research from social psychology to a series of overall guidelines for effective PSAs. If environmental campaign developers follow these specifications, the chance of PSA success should be enhanced.
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