Title: USE OF GOAL FRAMING HOPE APPEAL, EXECUTIONAL FRAMEWORK AND ENDORSERS IN PUBLIC SERVICE ADVERTISING
Authors: ARISTA BOLIVAR BATARA-GOA
Item Type : Thesis (Thesis)
Affiliations: Master of Management Science Study Program, Faculty of Economics and Business, Universitas Airlangga , Surabaya, Indonesia
Publisher: Universitas Airlangga
Abstract
BKKBN as a government institution is trying to reduce the rate of early marriage among teenagers with a social marketing program called Genre (Generation Planning). In this program, BKKBN uses public service advertisements, the majority of which use appeals to hope. This research aims to investigate the influence of three elements of advertising design in Genre public service advertisements, namely goal framing hope appeal, executional framework and endorser on two predictor variables of attitudes towards the behavior of postponing marriage, namely the persuasiveness of the message and attitudes towards the advertisement. The research used an experimental research design with the following 2 x 2 x 2 factorial design between subjects: 2 types of hope appeal: positive goal framing and negative goal framing; 2 types of executional framework: 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 research results show that each compared type of the three advertising design elements does not have a significantly different influence on the persuasiveness of the message and attitudes towards the advertisement, except for 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 the endorser on the persuasiveness 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/
