A study on emotions elicited by public service advertisements and their elicitors on college students

• Main Authors: Lao, Mark Russell C., Mallillin, Ezekiel Elijah A., Ong, Ludovic Lyon K.
• Format: text
• Language: English
• Published: Animo Repository 2008
• Subjects: Advertising, Public service; Emotions > Social aspects; Psychology
• Online Access: https://animorepository.dlsu.edu.ph/etd_bachelors/10487
• Institution: De La Salle University

The researchers studied emotions elicited by public service advertisements and their elicitors. There were two kinds of public service advertisements that were shown. These are poverty-related (help-others) and health-related advertisements (self-help). Data was gathered among 160 college students of De La Salle University-Manila through survey forms and the data obtained was analyzed through tests of significant effects and differences and descriptive statistics. It had been reported that there was no significant difference between the emotions elicited by poverty-related and health-related advertisements. This is so because negative emotions were the prominent emotional responses that came out to both advertisements though there were also positive emotions that appeared. The factors of the advertisement (music, color/images, message) had significant effect on the emotions elicited. Thus, pairing these factors with an advertisement would help elicit and influence emotions of the subjects. Also, there was no significant difference between male female subjects under one public service advertisement since such advertisement did not depict gender biases. Lastly, mood, specifically negative mood, had an influence on the emotions elicited to both public service advertisements by looking at the intensity of the responses.