Narrative Styles and Narratology Formats in PSAs: Assessing the Effects on Arousal, Attention, and Memory

Abstract

The following study aims to advance knowledge about the effects of narration and point-of-view formats on attention, arousal, and recall for persuasive messages relayed in public service announcements (PSAs). The experiment combines two frameworks, narratology and valence, to expose subjects to 12 different PSAs concerning the topic of animal abuseBoth psychophysiological data and self-report measures were analyzed to determine ithree formats of narratology regarding point-of-view (no vocal POV vs. first-person vsthird-person) with two valences (positive vs. negative) have an effect on arousal, as indicated by skin conductance; attention, as indicated by heart rate and memory, and recall as indicated by a posttest unaided recall. The findings contribute toward understanding the emotional and cognitive effects that stimuli have on arousal, attentionand memory.