A comparison of animated and human character public service announcements: the case of dengue campaign /
This experimental study investigates the effectiveness of using animated characters in a public service announcement (PSA) on preventing dengue. The study seeks to find the difference in recall of animated and human character PSAs. This research also intends to unveil the difference in recall of PSA...
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| Main Author: | |
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| Format: | Thesis |
| Language: | English |
| Published: |
Kuala Lumpur:
Kulliyyah of Islamic Revealed Knowledge and Human Sciences, International Islamic University Malaysia,
2011
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| Subjects: | |
| Online Access: | http://studentrepo.iium.edu.my/handle/123456789/6708 |
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| Summary: | This experimental study investigates the effectiveness of using animated characters in a public service announcement (PSA) on preventing dengue. The study seeks to find the difference in recall of animated and human character PSAs. This research also intends to unveil the difference in recall of PSAs between the recency and control groups. Using a post-test - only control group design, the researcher randomly assigned a total of 80 young adults to three experimental groups which are, animated group (who watched animated PSA only), human character group (who watched human character PSA only), recency group (who watched animated PSA in the last order) and one control group (no treatment given). The independent t-test analysis demonstrates that there was a significant difference in recall of the animated and human character PSAs with the results indicating that there was better recall for the animated PSA than the human character PSA. Furthermore, the test generated significant results for the recency effect towards recall of PSA. There was better recall of the PSA for the recency group unlike the control group which performed poorly in recall of PSA content. Generally, the results in this study suggest that animated characters and recency effect may enhance recall of PSA content. The researcher concludes that PSAs designed in persuasive formats with animation may play a pivotal role in raising public awareness on important societal issues that affect them and other people around them, for example awareness on the global burden of dengue and how to prevent it. |
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| Item Description: | HF5827.84 Abstract in English and Arabic. "A dissertation submitted in fulfilment of the requirement for the degree of Master of Human Sciences (Communication)."--On t.p. |
| Physical Description: | xi, 76 leaves : ill. ; 30cm. |
| Bibliography: | Incudes bibliographical references (leaves 53-58). |