Abstract

The study examines the public service messages (PSM) aired on the Pakistani television channels during 2016-2018. The study highlights that most of the time PSM fails to deliver the message to the audience due to different socio-economic background and audiences' limited scope of understanding. The current study examined six selected PSM’s 1) Jab Cigarette Jalta Hai, Cancer Palta Hai (2016), 2) Chalo Aaj Se Erada Karain, 5 minute Apnay Namkarain (2018), 3) Calcium Deficiency (2017), 4) Tips to avoid heat stroke (2018), 5) NSP- Malnutrition (2018) and 6) World Polio Day (2017). The study used AIDA model, Persuasion theory and Social responsibility theory. Survey was conducted through questionnaire to get responses from selected universities’ students in Islamabad, Pakistan. The study urges that all types, especially health related PSMS must have rationality; effective substance should be contained in a simple language with effective presentation.

Key words: Public service message, Persuasion, Audience Behaviour, Health Issues.