ИСТИНА

The idea of this study is to weave together psychological strands in order to identify factors accounting for an effective information campaign. In other words, to answer this research question: what sort of information campaign can best relay a public service message? Exploring this subject, we relayed on the study of South Korea’s experience in implementation of social information campaigns. The main objective of the study is to identify psychological factors accounting for the effectiveness of public information campaigns, using the example of campaigns carried out in South Korea. To achieve the research’s objective, we have realized several procedures. Firstly, to define the cultural-historical context of the implementation of information campaigns, we conducted content analysis of publications and interviewed several experts. Secondly, to study the experience of the implementation of public information campaigns, we conducted content analysis of publications, deep interview with representatives of target audience of campaigns and expert interviews. We conducted analysis of ten social campaigns that have been developed by government, business and NGOs. Thirdly, we conducted experiment to identify characteristics of perception of different types of public service announcements by Korean people. We used Kelly’s repertory grids method and semantic differential. We have found the main communicative strategies for ten public informational campaigns, and provided detailed analysis of five, the most “modeling” of them. We have described the campaign’s goals, message, target audience, creative and media strategy, statistical data about the campaigns’ results, and provided analysis of the campaigns from the psychological perspective, extracting factors that might affect the effectiveness of the campaigns. Based on the case study and experimental procedure, we also found five general factors of effectiveness of public informational campaigns: detailed explanation of norms, so to foster the interiorization of them; providing arguments, besides the creativity; active using of media so to get the bias of extension neglect; positive framing; response on the willingness. We also found a semantic structure of PSA perception specific for the donation ads. This structure consists of the 6 personal constructs, which are: level of understanding, emotional evaluation (positive or negative), style of communication, trust to ad, creativity and emotional involvement. Based on the experiment, we found 4 effective and 4 in effective strategies of the donation campaigns.