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Latest Studies on Public Services Advertising: Executions and Effectiveness
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Cross-Cultural Advertising
Health
Abstract
Public services advertising (PSA) is an important tool in social marketing of various causes. Many governments and non-government organizations are using public services advertisements to engage pro-social behaviors and adoption of health responsible choices. The design of public services advertisements requires clear target identification, as well as strategic message design and delivery. In the digital age, public services advertising needs to employ new ways of engaging audience in an interactive manner.
PSA has stimulated many communication scholars in the United States and elsewhere. Most of these studies focus on the feature, effectiveness, audience responses or the content presentations (Chan and Chang, 2013; Dillard and Peck, 2000; Paek et al., 2010). There are not many studies on the linguistic and semiotic analysis of PSA (Feng, 2017).
What are the latest trends in public services advertising? What strategies do organizations tend to use in their social marketing campaigns? Are there any advertising execution styles appealing to a certain group of target audience?
To address these questions, a special topics session was proposed. It will enrich our knowledge on how social marketing is being and can be used to promote pro-social and health messages.
First & Corresponding Author
Prof Kara Chan, Hong Kong Baptist University
Authors in the order to be printed.
Jakub Szkudlarek, Melannie Zhan, Kara Chan, Mike Yao, William Feng, Hong Cheng