The summary of international study on the effects of public service advertisement
- 新闻传播－已发表论文 
本文通过对国外公共广告(public service advertising)研究的梳理,归纳了公共广告发生作用的两种模式,发现公共广告与现实的相关度、信息诉求策略、广告内容,受众的感觉寻求程度、文化背景及公共广告的媒体投放等因素影响着广告的传播效果,并总结出研究者在公共广告效果研究中常采用的维度有情感反应、认知反应、对公关广告的态度、行为态度、行为倾向。How to evaluate the effects of the public service advertisements? And which factors are the effects determined by? There is rare research concerning these fields in the domestic study. This research selects some foreign researches on the public service advertising. The author summarizes two models in which PSAs take effect,and finds several factors impact the effects of PSAs,such as the relation between PSA and the reality,the advertising strategy,the content of PSAs,the differences between individuals and cultural backgrounds,and the location in the media. The research also concludes some dimensions and items which are usually used in the study of the public advertising effectiveness,such as emotional reaction,cognitive response,attitude towards PSA,behavior attitudes and behavior tendencies. Based on the summary and analysis of the research conclusion,the author has put forward some advices to future research.