ARTICLE

STRATEGIES AND PERSUASIVE APPEALS IN THE PUBLIC SERVICE MESSAGES ABOUT HEALTH ISSUES ON PAKISTANI TELEVISION CHANNELS

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05 Pages : 54-72

http://dx.doi.org/10.31703/gmcr.2020(V-III).05      10.31703/gmcr.2020(V-III).05      Published : Sep 2020

Strategies and Persuasive Appeals in the Public Service Messages about Health Issues on Pakistani Television Channels

Abstract

    The study analyses strategies and persuasive appeals in the public service messages aired on Pakistani TV channels during 2016-2018, that measures the effects of PSMs on audience behaviour. The PSMs fails to deliver messages due to dissimilar socio-economic backdrop and scope of the audience understanding. The purposive sampling of six selected PSM is on the bases of health themed PSM's. Objective is to investigate the characteristics of ads, role of the message, major health issues, sources of the message and appeals. The AIDA model, persuasion theory and social responsibility theory used to filter the textual analysis of the selected PSMs. It was found that the PSMs presented health issues while using celebrity endorsement and persuasive message appeals as persuasive techniques. The PSMs such as breast cancer persuaded women for self-care, calcium deficiency PSM to calcium intakes, heat stroke PSM to precautionary measures during emergency situations, the malnutrition PSM to women healthy diet during pregnancy. The study recommends that advertisers, producers and TV channels should adopt audience perception based important strategies for social welfare, while the state must promote them.

    PSM, Health Issues, Audience Behaviour, Key Strategies, Persuasive Appeal

    (1) Qaisar Khan
    Senior Assistant Professor, Bahria University Islamabad, Pakistan.
    (2) Syed Inam Ur Rahman
    Assistant Professor, Department of Media and Communication Studues, Internatiinal Islamic University, Islamabad, Pakistan.
    (3) Amna Nudrat
    MS Researc Scholar, Department of Media and Communication Studies, Bahria University, Islamabad, Pakistan.
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Cite this article

APA

    APA : Khan, Q., Rahman, S. I. U., & Nudrat, A. (2020). Strategies and Persuasive Appeals in the Public Service Messages about Health Issues on Pakistani Television Channels. Global Mass Communication Review, V(III), 54-72. https://doi.org/10.31703/gmcr.2020(V-III).05

CHICAGO

    CHICAGO : Khan, Qaisar, Syed Inam Ur Rahman, and Amna Nudrat. 2020. "Strategies and Persuasive Appeals in the Public Service Messages about Health Issues on Pakistani Television Channels." Global Mass Communication Review, V (III): 54-72 doi: 10.31703/gmcr.2020(V-III).05

HARVARD

    HARVARD : KHAN, Q., RAHMAN, S. I. U. & NUDRAT, A. 2020. Strategies and Persuasive Appeals in the Public Service Messages about Health Issues on Pakistani Television Channels. Global Mass Communication Review, V, 54-72.

MHRA

    MHRA : Khan, Qaisar, Syed Inam Ur Rahman, and Amna Nudrat. 2020. "Strategies and Persuasive Appeals in the Public Service Messages about Health Issues on Pakistani Television Channels." Global Mass Communication Review, V: 54-72

MLA

    MLA : Khan, Qaisar, Syed Inam Ur Rahman, and Amna Nudrat. "Strategies and Persuasive Appeals in the Public Service Messages about Health Issues on Pakistani Television Channels." Global Mass Communication Review, V.III (2020): 54-72 Print.

OXFORD

    OXFORD : Khan, Qaisar, Rahman, Syed Inam Ur, and Nudrat, Amna (2020), "Strategies and Persuasive Appeals in the Public Service Messages about Health Issues on Pakistani Television Channels", Global Mass Communication Review, V (III), 54-72

TURABIAN

    TURABIAN : Khan, Qaisar, Syed Inam Ur Rahman, and Amna Nudrat. "Strategies and Persuasive Appeals in the Public Service Messages about Health Issues on Pakistani Television Channels." Global Mass Communication Review V, no. III (2020): 54-72. https://doi.org/10.31703/gmcr.2020(V-III).05