Perception of Rural Youth towards Public Service Advertising: A Study | Original Article

ABSTRACT:

ABSTRACT

The central goal of public service advertisements (PSA) is to enhance awareness and induce a shift in prevailing normative behaviours, ultimately aiming for the betterment of societal well-being. As a means of connecting with the vast and diverse populace, the government employs this method of mass communication. This investigation seeks to comprehend the viewpoint of recipients regarding the government's utilization of a substantial portion of the budget for advertising purposes. The research draws upon primary data gathered from 1021 respondents aged 18 to 29 in rural areas of Bengaluru Rural, Ramanagara, and Tumakuru districts in Karnataka. Numerical analysis utilizing descriptive statistical tools is employed to dissect the collected data. The study culminates in the finding that the rural youth exhibit a favourable perception of public service advertising. Nevertheless, the conclusion suggests the necessity of employing diverse strategies to influence various segments within the target audience.