... types of pro-recycling advertisements. The message feature was the way in which the advertisements were framed. The psychological characteristic of the message recipient was the respondent's mood. The paper aims to discuss these issues. Design/methodology/approach – Hypotheses were tested...

...Sela Sar; George Anghelcev Purpose The aim of the paper is to investigate the impact of pre‐existing audience mood on responses to health public service advertisements (PSAs). The paper also aims to show the practical and theoretical importance of mood as a variable in health communication...