The purpose of this research is to investigate the relationship between public service advertising and the likelihood of Generation Y to react in the prescribed manner. Public service advertising can be paid or unpaid but is used to try and influence a particular audience to act in a prescribed manner. This research will be comparing two different types of message styles, argumentative and emotional, and two contemporary prominent issues, organ donation and prescription drug abuse. The two issues are classified as either altruistic, where there is no direct benefit, or self-help, where the results are personal. Four different messages will be used: altruistic argumentative, altruistic emotional, self-help argumentative, and self-help emotional. Also, previous knowledge levels will be taken into account. All combined, the end results will measure the likelihood of an individual to perform the act, donate to the cause monetarily, or tell another person.
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Bachelor of Science in Business Administration (B.S.B.A.)
College of Business Administration
Business Administration -- Dissertations, Academic;Dissertations, Academic -- Business Administration
Length of Campus-only Access
Honors in the Major Thesis
Jones, Jessica, "Do the right thing the role of public service advertisements on the behaviors of contemporary college students" (2012). HIM 1990-2015. 1335.