Study on the influence of the expression effect of green public service advertising on the viewers brought by its appeal method

In recent years, green advertising is the most frequently method adopted to generalize environmental protection. The appeal method of the advertising is the focal point to achieve its objective. In this study, on the basis of the five appeal methods including emotional appeal, rational appeal, humorous appeal, moral appeal and fear appeal, the viewers' reaction to the five appeal methods are measured from the two dimensions including advertisement cognition, and advertisement attitude to offer reference to the designers.