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Are public service announcements effective when using fear appeals to convince people of something such as safe sex to cease the spread of AIDS I believe they are not There are three reasons I believe this The first reason is in light of the Elaboration Likelihood Theory which depends on the way people process message People use one of two routes when evaluating messages in the public service announcements the central and peripheral The second reason is fear appeals tend to be less effective when used in short televised public announcements They are more appropriate for formats that allow more elaborate and longer messages to reinforce self-efficacy The third and final reason is communication campaigns advocating safe sex should have personal relevance of the topic as the first goal The first reason I believe public service announcements are not effective when using fear appeals is because of the elaboration likelihood theory The theory is best used when evaluating persuasive messages The central route is the first route used when viewing a public service announcement A person elaborating on persuasive message will seriously think about the message being perceived When the messages become confusing people will switch to using the peripheral route According to Elaboration Likelihood high involvement with an issue is associated with central processing which focuses on the quality of the arguments in the messages However peripheral processing marks low involvement The Elaboration Likelihood would argue that involvement would interact with spokesperson and appeal so that spokesperson and appeal will be less involved participants The second reason why I believe fear appeals do not affect people is because of the length of public service announcements According to Spokesperson Sex and PSA Appeal although PSA included important fear appeal features threat and fear it might not have presented enough information to cue feelings Studies have proven that when public
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