STEPHENVILLE, Texas — Recent research published by Dr. Rita To, Assistant Professor at Tarleton State University’s Dr. Sam Pack College of Business, examines the impact of choosing between photographs and illustrations in public service announcements (PSAs).
Visuals play a pivotal role in conveying powerful messages in PSAs. Dr. To’s findings, recently published in the Journal of Advertising Research, reveal that the effectiveness of photographs versus illustrations depends on the level of abstraction in the message. Illustrations are more effective for abstract appeals, fostering empathy, and encouraging actions like donations. Conversely, photographs are better suited for concrete appeals, driving specific behavioral changes.
There is one notable exception that occurs when a PSA addresses a social issue relevant to a specific audience segment, such as domestic violence targeting women. In instances like this, the choice of visual medium becomes crucial. Female viewers, feeling closer to such issues, may perceive photographic depictions as threatening, potentially leading to PSA avoidance.
This research underscores the importance of thoughtful visual medium selection in PSAs.
Advertisers can craft more effective campaigns that resonate with viewers and drive meaningful change by considering audience segmentation and psychological distance.
When creating PSAs, leveraging insights like Dr. To’s can help ensure messages are impactful and sensitive to various perspectives, contributing to a more empathetic and socially conscious community.
For more details on Dr. To’s research, click here to view her work, published in the Journal of Advertising Research.
A founding member of The Texas A&M System, Tarleton State is breaking records — in enrollment, research, scholarship, athletics, philanthropy, and engagement — while transforming the lives of nearly 17,000 students in Stephenville, Fort Worth, Waco, Bryan, and online. True to Tarleton’s values of excellence, integrity, and respect, academic programs emphasize real-world learning and address regional, state, and national needs