Title: USE OF GOAL FRAMING, HOPE APPEAL, EXECUTIONAL FRAMEWORK, AND ENDORSER IN PUBLIC SERVICE ADVERTISING
Authors: ARISTA BOLIVAR BATARA-GOA
Item Type: Thesis
Affiliations: Master of Science in Management Study Program, Faculty of Economics and Business, Universitas Airlangga , Surabaya, Indonesia
Publisher: Universitas Airlangga
Abstract
The National Population and Family Planning Agency (BKKBN) as a government institution is trying to reduce the number of early marriages among teenagers with a social marketing program called Genre (Generasi Berencana). In this program, BKKBN uses public service advertisements that mostly use hope appeals. This study aims to investigate the influence of three advertising design elements in Genre public service advertisements, namely goal framing hope appeal, executional framework and endorser on two predictor variables of attitudes towards delaying marriage, namely the persuasiveness of the message and attitudes towards the advertisement. The study used an experimental research design with a 2 x 2 x 2 factorial design between subjects as follows: 2 types of hope appeals: positive goal framing and negative goal framing; 2 types of executional frameworks: slice-of-life and informative; and 2 types of endorsers: celebrity and animation. Participants were taken from students of SMAN 2 Jember, East Java Province. The results showed that each type compared from the three advertising design elements did not have a significantly different influence on the persuasiveness of the message and attitudes towards the advertisement, except in the influence of the executional framework on the persuasiveness of the message. However, a significant influence was found from the interaction between the executional framework and endorser on the persuasive power of the message and attitudes towards the advertisement.
Keywords: public service announcement (PSA), hope, executional framework, spokes-character, goal framing, adolescent, social marketing
Sources: http://repository.unair.ac.id/39377/