Effect of the Characteristics of Models of Public Service Advertisements on Public Service Behavior Intension: Mediated Effect on Attitude of Psa

Abstract

The present paper attempts to identify the role of models for public service advertising. In other words, the impact of the characteristics of advertising models on the effect of public service advertising. A cause-and-effect model between the relationship of credibility, attractiveness, and value-relevance of models on one hand and the advertising effect on the other hand was tested for its validity. The mediated effect of the characteristics of models was measured through covariance structural analysis. It was found (i) that their credibility and value-relevance had a significant effect on public service advertising attitude, (ii) that credibility and attractiveness also had a significant influence on public service behavior, (iii) that credibility exerted a partial mediated effect on public service behavior intention, and (iv) that value-relevance had a complete mediated effect on public service behavior intention. Meanwhile, attractiveness was found not affecting public service behavior. Such results are expected to prove helpful in answering the question of what aspect of models should be emphasized in designing public service advertisements.