Abstract

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.

Notes

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Thesis Completion

2012

Semester

Summer

Advisor

Massiah, Carolyn

Degree

Bachelor of Science in Business Administration (B.S.B.A.)

College

College of Business Administration

Degree Program

Marketing

Subjects

Business Administration -- Dissertations, Academic;Dissertations, Academic -- Business Administration

Format

PDF

Identifier

CFH0004268

Language

English

Access Status

Open Access

Length of Campus-only Access

None

Document Type

Honors in the Major Thesis

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Included in

Marketing Commons

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