نوع مقاله : مقاله پژوهشی

نویسندگان

1 کارشناسی ارشد تبلیغات و بازاریابی، دانشگاه صداوسیما

2 دکترای روان‌شناسی رسانه، استادیار دانشگاه علامه طباطبایی

چکیده

پژوهش حاضر به بررسی نقش جاذبه¬های هیجانی (طنز و ترس)، در پیام‌های تبلیغاتی تلویزیونی رانندگی ایمن پرداخته است و تعامل آن با جنسیت مخاطب، و تأثیر آن را بر نگرش افراد نسبت به رعایت قوانین راهنمایی ـ رانندگی مورد مطالعه قرار داده است. در این زمینه 126 نفر شرکت‌کننده در پژوهش ابتدا در بخش «پیش ـ آزمون»، مقیا‌س‌های نگرش و سطح درگیری را پر کردند، سپس به تماشای یکی از فیلم‌های تبلیغاتی با محتوای ترس یا طنز پرداختند و در پایان، مقیاس «پس ـ آزمون» را کامل کردند. آنگاه 51 نفر در بخش «پیگیری» مقیاس‌های نگرش را کامل کردند. نتایج نشان داد که جاذبه ترس بیش از جاذبه طنز بر نگرش کلی و نگرش ابزاری افراد تأثیرگذارست، اما میان جاذبه و جنسیت رابطه تعاملی وجود ندارد. نتایج نشان‌دهنده‌ اثرگذاری محدود جاذبه¬های پیام بر نگرش ابرازگرانه ـ ارزشی بودند. به علاوه، در صورت تقسیم افراد بر اساس سطح درگیری با موضوع، جاذبه طنز برای افراد با درگیری پایین، متقاعدکننده است.  

کلیدواژه‌ها

عنوان مقاله [English]

The Impact of TV Ads’ Humor and Fear Appeal on Youths’ Driving Attitude

نویسندگان [English]

  • Zahra Kabiri, 1
  • MohammadAli Hakimara 2

1 advertising and marketing

2 assistant prof. in psychology, Allameh Tabatabaee Uni.

چکیده [English]

The present research examines the role of exciting appeals (humor appeal and fear appeal) in TV ads messages regarding safe driving and its relation with the audience’s gender and its effects on individuals’ attitude towards obeying traffic rules and regulations. A sample of 126 individuals took a pre-test to fill in attitude and involvement scales, then watched an advertising video with fear of humor content, and finally they took a post-test. Then, 51 individuals completed the “follow-up” section in attitude scales. The findings showed that the fear appeal has a greater impact on general and instrumentalist attitude compared to humor appeal. However, there was no interactive relationship between appeal and gender. The findings indicate that messages’ appeal has little impact on instrumentalist-value attitude. Furthermore, in case of dividing individuals based on involvement, humor appeal is persuasive for people with less level of involvement.

کلیدواژه‌ها [English]

  • Safe Driving Ads
  • Attitude
  • Exciting Appeals
  • Involvement
  • Gender
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