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https://rsuir-library.rsu.ac.th/handle/123456789/3134| Title: | A narrative and emotion appeal study of social care psas in China |
| Authors: | Qiyao Jiang |
| metadata.dc.contributor.advisor: | Lucksana Klaikao |
| Keywords: | Social contract;Language learning;Cultural policy. |
| Issue Date: | 2025 |
| Publisher: | มหาวิทยาลัยรังสิต. สำนักหอสมุด |
| metadata.dc.description.other-abstract: | The development of social care public welfare has led to increased efforts in crafting compelling social care-themed public service advertisements (PSAs). To effectively convey messages and influence viewers' awareness and behavior, ad creators focus extensively on storytelling and emotional appeal. This paper examines the narrative elements and emotional appeal of outstanding social care-themed PSAs. Drawing on narrative theory and existing research on storytelling and emotional engagement, the study conducts a case analysis of five award-winning PSAs from 2018 to 2022. The analysis explores nine key narrative elements: theme, characters, setting, conflict, plot, narrative time, narrative perspective, visual elements, and auditory elements. Additionally, the emotional appeal strategies employed in these PSAS are examined and analyzed in depth. The study found that social care PSAs effectively highlight societal issues by depicting real-life stories of marginalized groups. The characters' appearance and living environment reflect their struggles while showcasing diverse conflicts. The narrative structure of these PSAs typically follows a linear progression but may also incorporate fragmented storytelling. Narrative time is often compressed and messages. Various perspectives toy repeated to emphasize key are employed to emotions and offer different interpretations of events. Visual and auditory elements strive for realism, using colors, words, and music to reinforce themes and emotions. Both positive and negative emotional appeals are utilized to foster empathy and shape viewer attitudes. These findings provide valuable insights for the practical development of future social care PSAs and offer new cases and perspectives for PSA research. |
| Description: | Thesis (M.A. (Communication Arts)) -- Rangsit University, 2024 |
| metadata.dc.description.degree-name: | College of Communication Arts |
| metadata.dc.description.degree-level: | ปริญญาโท |
| metadata.dc.contributor.degree-discipline: | Communication Arts |
| URI: | https://rsuir-library.rsu.ac.th/handle/123456789/3134 |
| metadata.dc.type: | Thesis |
| Appears in Collections: | CA-CA-M-Thesis |
Files in This Item:
| File | Description | Size | Format | |
|---|---|---|---|---|
| QIYAO JIANG.pdf | 8.74 MB | Adobe PDF | View/Open |
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