The application of persuasion theory to the development of effective proenvironmental public service announcements

The goal of this article is To provide specific guidelines to help create e ffective proenvironmental public service announcements (PSAs), Campaign des igners are encouraged to initially identify and investigate the optimal tar get audience and then draft and rest reactions by samples of that audience using pilot messages. Designers are also advised to consider research on at titude persistence, memory, and social norms and apply this research to the message content and presentation style. The article concludes with an appl ication of research from social psychology to a series of overall guideline s for effective PSAs. If environmental campaign developers follow these spe cifications, the chance of PSA success should be enhanced.