Abstract
In recent years, accounts of army spies and leaks of secret cases increased. In September 2017, the Army Command produced a promotional video with “humor appeal” as the guide, with a view to achieving results. This study uses the “advertising appeal strategy” and “advertising persuasion model” as the theoretical basis, and adopts inter-group design experiment method 3 × 2 × 2, with the video for Security Campaign “celebrity endorsement” and “fear appeal” to promote the film compared to understand the different appeal of the promotional video through different impact on the level of memory and acceptance. The results show that high involvement of celebrity endorsement for the best memory level, high involvement of fear claims best effect on the level of acceptance. Conversely, low involvement of fear claims has the worst effect on memory, and low involvement of humor appeal has the worst effect on acceptance. Further analysis found that humorous appeal of the propaganda film is not effective for two reasons: first, the issue is not paralleled with the appeals; second, the humor appeal of the film is not easy to understand. Finally, the higher involvement of military training officers in security issues leads to better results in memory and acceptance.
Digital Media
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