Public service announcements: A literature review and way forward

This paper presents a literature review of public service announcements (PSAs). Using the SPAR-4-SLR protocol, we uncover 119 articles on PSAs in the domains of corporate social responsibility (CSR), the environment, health, finance, safety, and security. The literature review reveals that PSA makers may elicit empathy during their appeal and also juxtapose PSAs with narratives. Further, they may consider using fear, humour, and nurturance appeals. We cull the key takeaways from each domain and identify commonalities and differences across the domains. In addition, we offer strategies to make PSAs effective. PSA makers may run more PSAs, use targeted appeals, and use fewer celebrity appeals. The paper also identifies gaps in the literature and outlines future research directions.