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open access
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ISSN : 1229-8778
This research investigated effective public service advertising strategy. Specially, in related of water conservation, the environmental problem was divided two parts, water saving and water protecting. First, attention and perception were measured in terms of the each case. Then, to measure the intention of environmental behavior, messages and article were manipulated positive and negative those. The sample for the research were collected 295 respondents from Chung- Ang University students. The major findings are as follows. In water saving case, behavioral intention was significant higher when exposed they to positive messages than negative ones. In contrast with, water protecting behavior intention was higher when negative messages. Even though, same messages and article exposed, in water saving case, they who more perceived personal effects than ecological ones had more environmental behavior intention. In comparison with the former, we could get opposite result. Through this study, we could propose various types available to increase the effect of public service advertising and the necessity for advertising strategy considering target audience. The implications and limitations of this research are discussed.
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