Comparative content analysis of public service announcements in USA, Russia and Kazakhstan
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Keywords:
public service announcements (PSAs), Kazakhstan, Rus- sia, USA, content analysis, social advertising, comparative analysis, target audiences, cultural differences.Abstract
The purpose of this study is to conduct a comparative analysis of similarities and differences which are present in public service announce- ments (PSAs) of the USA, Russia and Kazakhstan. Our study examined approaches used in PSAs of each country. Findings indicate that all of the three chosen countries use similar production techniques. However, there are differences in themes, target audiences and use tactics which indicate that cultural differences play a significant role in how PSAs are produced internationally.
References
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2 Biener L. n.a. Anti-tobacco advertisements by Massachusetts and Philp Morris: What teenagers think (Recall of anti-tobacco ads/impact of warnings/advertising). Tobac Contr , [e-journal] 11(1). Available through: University of Reading Library website < http:/www.reading.ac.uk/library/> [accessed May 2014].
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5 DeJong, W., Wolf, R. C., and Austing, S. B., 2001. U.S. federally funded television public service announcements (PSAs) to prevent HIV-AIDS: A content analysis. Journal of Health Communication, [e-journal] 6 (3). Available through: University of Reading Library website < http:/www.reading.ac.uk/library/> [accessed May 2014]
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14 Lee N.R. and Kotler P., 2012. Social Marketing: Influencing Behaviors for Good (4th edition. Sage Publication
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16 Mendelsohn, H., 1973. Some Reasons Why Information Campaigns Can Succeed. Public Opinion Quarterly, [e-journal] 37(1). Available through: University of Reading Library website < http:/www.reading.ac.uk/library/> [accessed May 2014].
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18 Nolaishvilli, G., 2006. Sotsialnaya reklama. Teoriya i praktika. Moscow: Aspect Press
19 Palmgreen, P., Zimmerman, R., Noar, S., Lu, H., and Lustria, M., 2005. What makes an effective public service announce- ment? A test of four theoretically-driven approaches. Paper presented at the annual meeting of the International Communication Association, New York.
20 Paek, H., Kim, K. and Hove, T., 2010. Content analysis of antismoking videos on YouTube: message sensation value, message appeals, and their relationships with viewer responses. Health Education Rresearch, [e-journal] 25(6). Available through: University of Reading Library website < http:/www.reading.ac.uk/library/> [accessed May 2014]
21 Pimlott, J., 1948. Public Service Advertising: The Advertising Council.
22 The Public Opinion Quarterly, [e-journal] 12(2). Available through: University of Reading Library website < http:/www. reading.ac.uk/library/> [accessed May 2014]
23 Roberson, K. M., 2001. Anti-Drinking and Driving PSAs: A Content Analysis of Persuasive Appeals and Images Portrayed in PSAs. MSc. Tech University. Available at: <file:///C:/Users/Admin/Downloads/31295018216662.pdf> [accessed August 2014].
24 Spence, H.E. and Moinpour, R., 1972. Fear appeals in marketing – a social perspective. Journal of Marketing, [e-journal] 36 (1). Available through: University of Reading Library website < http:/www.reading.ac.uk/library/> [accessed May 2014]
25 Slater, M. D., 1999. Drinking and Driving PSAs: A Content Analysis of Behavioral Influence Strategies. Journal of Alco- hol and Drug Education, [e-journal] 44 (3). Available through: University of Reading Library website < http:/www.reading.ac.uk/ library/> [accessed May 2014].
26 Weare, C. and Lin, W. Y., 2000. Content Analysis of the World Wide Web Opportunities and Challenges. Social Science Computer Review, [e-journal] 18 (3). Available through: University of Reading Library website < http:/www.reading.ac.uk/library/> [accessed May 2014]
27 Wilson, B., 2013. 15s, :30s, and :60s – Does Ad Length issue? [online] Capitol Media Solutions. Available at: <http://www. capitolmediasolutions.com/blog/15s-30s-and-60s-does-ad-length-issue/#comment-2409> [accessed May 2014]
2 Biener L. n.a. Anti-tobacco advertisements by Massachusetts and Philp Morris: What teenagers think (Recall of anti-tobacco ads/impact of warnings/advertising). Tobac Contr , [e-journal] 11(1). Available through: University of Reading Library website < http:/www.reading.ac.uk/library/> [accessed May 2014].
3 Cheng, X., Dale, C. and Liu, J., 2007. Understanding the Characteristics of Internet Short Video Sharing: YouTube as a Case Study. [e-journal] Cornell University Library. Available at: <http://arxiv.org/PS_cache/arxiv/pdf/> [accessed May 2014].
4 Duke, C.R., Pickett, G.M., Carlson, L. and Grove, S.J., 1993. A method for evaluating the ethics of fear appeals. Journal of Public Policy and Marketing, [e-journal] 12 (1). Available through: University of Reading Library website < http:/www.reading. ac.uk/library/> [accessed May 2014]
5 DeJong, W., Wolf, R. C., and Austing, S. B., 2001. U.S. federally funded television public service announcements (PSAs) to prevent HIV-AIDS: A content analysis. Journal of Health Communication, [e-journal] 6 (3). Available through: University of Reading Library website < http:/www.reading.ac.uk/library/> [accessed May 2014]
6 Freeman, B. and Champman, S., 2007. Is ‘‘YouTube’’ telling or selling you something? Tobacco content on the YouTube video-sharing website. Tob Control, [e-journal] 16(3). Available through: University of Reading Library website < http:/www.read- ing.ac.uk/library/> [accessed May 2014].
7 Georgiadis, M., 2013. Motivating Behavior Change: A Content Analysis of Public Service Announcements From the Let’s Move! [online] Campaign. Elon Journal of Undergraduate Research in Communications. Available at: <http://www.studentpulse. com/articles/791/motivating-behavior-change-a-content-analysis-of-public-service-announcements-from-the-lets-move-campaign> [accessed August 2014].
8 Holsti, O., 1969. Content analysis for the social sciences and humanities. Reading, MA: Addison-Wesley
9 Heine, C., 2009. Video Ad Views Typically Only Around 10 Seconds. [online] ClickZ. Available at: <http://www.clickz. com/clickz/news/1696037/video-ad-views-typically-only-around-seconds> [accessed May 2014]
10 Jim Yu. 2014. Go Beyond Advertising and into Storytelling. [online] Huffington Post. Available at: <http://www.huffing- tonpost.com/jim-yu/go-beyond-advertising-and_b_4683818.html> [accessed May 2014].
11 Koh, H.K., 2009. Accomplishments of the Massachusetts Tobacco Control Program. [e-journal] Tobacco Control. Avail- able at: http://tobaccocontrol.bmj.com/content/11/suppl_2/ii1.1.full [accessed May 2014].
12 Kuznetsov, P.A., 2010. Sotsialnaya Reklama. Teoriya i Praktika. Unity: Moscow
13 Lee, H.S. and Park, J.S., 2012. Cultural orientation and the persuasive effects of fear appeals: The case of anti-smoking public service announcements. Journal of Medical Marketing: Device, Diagnostic and Pharmaceutical Marketing, [e-journal] 12(73). Available through: University of Reading Library website < http:/www.reading.ac.uk/library/> [accessed May 2014].
14 Lee N.R. and Kotler P., 2012. Social Marketing: Influencing Behaviors for Good (4th edition. Sage Publication
15 Lynn, J.R., 1974. Effects of Persuasive Appeals in Public Service Advertsing. Journalism Quarterly, [e-journal] 51(4). Available through: University of Reading Library website < http:/www.reading.ac.uk/library/> [accessed May 2014].
16 Mendelsohn, H., 1973. Some Reasons Why Information Campaigns Can Succeed. Public Opinion Quarterly, [e-journal] 37(1). Available through: University of Reading Library website < http:/www.reading.ac.uk/library/> [accessed May 2014].
17 Nan, X., 2008. The Influence of Liking for a public Service Announcement on Issue Attitude. Communication Research, [e-journal] 35. Available through: University of Reading Library website < http:/www.reading.ac.uk/library/> [accessed May 2014].
18 Nolaishvilli, G., 2006. Sotsialnaya reklama. Teoriya i praktika. Moscow: Aspect Press
19 Palmgreen, P., Zimmerman, R., Noar, S., Lu, H., and Lustria, M., 2005. What makes an effective public service announce- ment? A test of four theoretically-driven approaches. Paper presented at the annual meeting of the International Communication Association, New York.
20 Paek, H., Kim, K. and Hove, T., 2010. Content analysis of antismoking videos on YouTube: message sensation value, message appeals, and their relationships with viewer responses. Health Education Rresearch, [e-journal] 25(6). Available through: University of Reading Library website < http:/www.reading.ac.uk/library/> [accessed May 2014]
21 Pimlott, J., 1948. Public Service Advertising: The Advertising Council.
22 The Public Opinion Quarterly, [e-journal] 12(2). Available through: University of Reading Library website < http:/www. reading.ac.uk/library/> [accessed May 2014]
23 Roberson, K. M., 2001. Anti-Drinking and Driving PSAs: A Content Analysis of Persuasive Appeals and Images Portrayed in PSAs. MSc. Tech University. Available at: <file:///C:/Users/Admin/Downloads/31295018216662.pdf> [accessed August 2014].
24 Spence, H.E. and Moinpour, R., 1972. Fear appeals in marketing – a social perspective. Journal of Marketing, [e-journal] 36 (1). Available through: University of Reading Library website < http:/www.reading.ac.uk/library/> [accessed May 2014]
25 Slater, M. D., 1999. Drinking and Driving PSAs: A Content Analysis of Behavioral Influence Strategies. Journal of Alco- hol and Drug Education, [e-journal] 44 (3). Available through: University of Reading Library website < http:/www.reading.ac.uk/ library/> [accessed May 2014].
26 Weare, C. and Lin, W. Y., 2000. Content Analysis of the World Wide Web Opportunities and Challenges. Social Science Computer Review, [e-journal] 18 (3). Available through: University of Reading Library website < http:/www.reading.ac.uk/library/> [accessed May 2014]
27 Wilson, B., 2013. 15s, :30s, and :60s – Does Ad Length issue? [online] Capitol Media Solutions. Available at: <http://www. capitolmediasolutions.com/blog/15s-30s-and-60s-does-ad-length-issue/#comment-2409> [accessed May 2014]
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How to Cite
Г.Ж., И., & Э., А. (2020). Comparative content analysis of public service announcements in USA, Russia and Kazakhstan. Herald of Journalism, 37(1), 20–28. Retrieved from https://bulletin-journalism.kaznu.kz/index.php/1-journal/article/view/1181
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Journalism: Society. Language. History. Policy. Law. Economy.
