Chapter IV Data Analysis
4.6 Results Discussion
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responses (50 to 50%): (a) Strongly unpleasant image characteristics combined with the sexual appeal and match of educative message still may be favorable and result in presence of strong responsible attitude; (b) Unfavorably perceived strongly unpleasant image, does not allow to concentrate on educative message appeal, or either produces responsible attitude.
4.6 Results Discussion
Investigating the most persuasive message and image characteristics the results suggest that persuasive impact occurred within responses that show the combination of the match of educative message and problem visibility in image characteristics.
Regarding the advertising appeal, the results have shown that all three of sexual, humor, and fear appeal are strongly related to creativity aspect. With the lack of creativity, sexual appeal has been considered “cloying”, humor appeal – “irresponsible”, and fear appeal “fake”. Moreover, the results suggest that spokesperson celebrity appearance has its effectiveness mostly when the ad supported by animal involvement.
This could be caused by differences within cultural differences, respondents’
knowledge and experience. When the spokesperson couldn’t be recognized by audience, the animal was getting more attention rather than celebrity endorsement.
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Chapter V
Findings and Conclusions
5.1 Findings
Gender
Surprisingly there were no significant differences among male and female respondents. Even when the respondent was making such comments as “You better ask a guy about it…”, most of the responses by both sexes were similar.
Cultural differences
Managing and understanding cultural differences among respondents was a major part of the research.
On Sex
As has been noted, being a traditional, Asian culture Taiwan is now learning how to coexist with the different state of mind presented by the West which has brought barbarian vulgarity and overdosed sexual openness. During the data collection through in-depth interviews, a great deal of nonverbal data was noted from Taiwanese respondents. With every “nude” print that appeared on the table for every respondent the reaction was basically the same: side looking, avoidance, hair touching and other reactions indicative of shame. Ultimately most of the cases ended with a similar comment that “In Taiwan, we are different…”. Some of respondents, especially elders, made a negative comment about the PETA nude prints, such as “You’d better wear something than go naked”. Some Taiwanese participants, who did not have knowledge of the model, expressed favorable feeling towards the Pamela Andersen print. It was only a short T-shirt, but for Taiwanese audience “At least she is wearing something”.
While for the Taiwanese public, seeing nude content advertisements is something new but for foreigners the most often expressed mood regarding nude content was
“annoying”. In Western countries sex sells, and it seems sex sells almost everything, everywhere.
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Surprisingly, for most of the respondents of both Western and Asian origin, black models did not look as nude. This phenomena could be explained as “she doesn’t seem like she is selling herself, like the western women do”, said one of Taiwanese participants. And the western women do mostly look like they are selling an idea, and they are giving themselves to the buyer as a bonus.
On preferences and habits
Another difference between Western and Asian perceptions falls on physical attributes of objects. During ten in-depth interviews conducted with Taiwanese participants, the word “cute” was documented a total of 42 times. Among the Westerners the word “cute” was only used twice. Somehow cuteness is not what foreigners pay attention to. In the same way, Taiwanese respondents did not exhibit any disrespectful attitudes towards female models, but most foreigners expressed negative reactions.
Numbers show that one of the preferences of Taiwanese men is a blond female, which represents beauty and uniqueness. Conversely, in western culture a blond female is “cheap” and represents “stupidity”.
On bloody-deadly images
As has already been discussed, Taiwanese participants mostly refused to respond to unpleasant bloody-deadly images. Surprisingly, the ad that depicted a human death was highly appreciated, and those ads showing dead skinned animals could not be viewed for longer than 10 seconds. “It looks too real and ugly, while the human death is shown in a more esthetic way”, one Taiwanese participant responded. But, for foreign viewers
“too real” meant a more trustworthy message which also caused a greater call-to-action.
As one respondent commented, “Wow, so cool! What is this? Is it a fox?” (The respondent was inquiring what kind of dead animal was in the ad and took much of the respondent’s attention).
Respondent’s attitudes
The attitude foreigners had during the interview seemed more like a game, full of nasty jokes and sometimes aggressiveness towards the spokesperson, or even nihilistic
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point of view expressed by the fashion and beauty involved respondents. Some of them said that television is full of blood, murder, and sex, and that the media is now saturated with these themes. It was also noted that for Taiwanese people reading PETA print Ads there seemed to be something new and it was evident in the thoughts and attitudes expressed by Taiwanese respondents that their reactions were more real and pure.
Toward Celebrity Endorser
One of the most valuable findings was the difference in performance background.
Scandalous behavior and vulgar performances were viewed as not trustworthy to respondents. Celebrity names that were pronounced with respect and appreciation, received a high degree of trust and admiration from viewers towards nonprofit activity.
Alternatively, for Taiwanese participants the unknown background of celebrity performances did not correlate to anything special as they viwed the spokesperson without any previous knowledge of the celebrity.
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5.2 Conclusions
The study has completed the task of investigation: 1) defining the most persuasive message and image characteristics in animal rights protection public service print advertising; 2) defining the most effective advertising appeal in animal rights protection public service print advertising;
The study found that a strong persuasive message is defined as realistic, educational, laconic, clear and the advertisement is ultimately effective only when used with proper image characteristics. Such image characteristics are non-vulgar, non-sexually distracting, but creative, exotic, or latent in sexual appeal (“Be comfortable in your own skin” by Jamelia).
An advertisement should use moderate level of realism in both humor and fear appeal, presented by a celebrity spokesperson without any unworthy personal background (“Try telling him, it’s just a little fur trim” by Natalie Imbruglia). While PSA uses a high degree of humor to produce favorable and amused attitude, they do not present a serious image or promote a call to action. Regarding using fear appeal, strongly unpleasant image characteristics combined with educational messages still may produce a favorable and responsible attitude. However, it was found that unfavorable perceptions caused by strongly unpleasant images sometimes distracted viewers from the educational message or failed to produce a responsible reaction. The striking differences among public responses regarding fear appeal in print ads and study limitations can be attributed to cultural differences within respondents.
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5.3 Recommendations
In an ideal world an organization that speaks for those who cannot speak for themselves should receive a high degree of trust. The biggest animal rights organization, PETA, is now getting attention by undressing celebrities. The efforts of PETA are highly appreciated as the main objective – spreading the message and getting more attention and support for animal rights- has been successful. Unfortunately, overly sexual ads and humor is unable to save animal lives. Powerful educational messages spoken by highly trustworthy celebrities with a positive background makes the public listen. The study results show that creative, realistic, but not over-bloody images appeal to the public. Conclusively, usually uncreative (cloying for Westerners and shameful for Asians) Playboy models and undressed celebrities are good at catching public attention for their famous body, but not powerful enough to keep the public’s attention for an extended time and deliver a forceful call to action.
It is practically suggested that PETA should focus on the three following concepts for greater advertisement efficacy: 1) Creative, realistic image appeal, 2) A powerful educational message, and 3) A highly respected and appreciated celebrity spokesperson.
In order to improve reliability and validity of this study’s results it is suggested that further study using quantitative investigation techniques such as content analysis based on good theoretical data of current study is needed.
5.4 Study Limitations and Alternative Findings
In Western free-market economies advertising is seen as a means by which goods and services are offered for sale and consumers become aware of their choices in the marketplace. In formerly communist countries commercial advertising has been largely dismissed by the state as a capitalist tool and the very notion of advertising through mass media is largely foreign (Reardon et al. 2005). The individual-centered, often hedonistic nature of advertisements made them incompatible with the values of socialist or communist societies, which tend to have more collectivist values (Lepkowska-White,
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2004). State-sponsored social messages are often perceived as propaganda, and hence, are not taken as credible or relevant.
Conventional advertising wisdom holds that the effectiveness of a campaign should be measured in terms of variables such as recall, behavioral intention and change, attitude, and brand salience. This study suggests that in social marketing the capacity of an advertisement to entice the audience to think about the issues at hand is an important measure of persuasion and its impact on outcomes should be considered. Along with being a useful variable in its own right the study intended to show that "responsible thinking" is an important mediator. The implication for social marketers and advertisers is that animal care advertisements need to be thoroughly tested to ensure that members of the target audience both understand and are prepared to engage with the message advertised. This latter point suggests that advertising themes and content should be chosen for their capacity to create favorable cognitive-based attitudes, and raises doubts about the efficacy of hard-hitting and fear-inducing approaches often used in PSA campaigns.
Considering Study limitations, it is a possibility that the present study receive alternative findings. Cultural differences, personal preferences, involvement and personal knowledge may have a huge impact on the findings. Thus, the “Save the Seals”
ad campaign could have had a different outcome if the ad used a different spokesperson as there was an obvious dislike of the spokesperson (Pamela Anderson) by 90 percent of respondents. Involvement of participants in the fashion industry heavily influenced the study results and findings. Those respondents that considered themselves
“fashion-freaks and lovers” or have an experience working or studying in fashion industry were highly picky with their preferences and had a bias and unfavorable attitude in advance. However, prior knowledge of PETA activity and other Animal Rights Protection organizations had a positive impact on participants’ responses.
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孫秀蕙（1993) 公共關係活動效果分析，閱聽人對公益廣告的認知與學習效果初
孫秀蕙（1993) 公共關係活動效果分析，閱聽人對公益廣告的認知與學習效果初