Read the passage and answer the questions:
A non-profit organisation wanted to promote and teach people of a village about the benefits of Oral Rehydration Salts (ORS). They made colorful posters with graphics and pasted them near the Panchayat and Health Centre of the village. However, despite the posters displayed at multiple points in the entire village, they were unable to communicate or bring positive change in the attitude of the villagers. They changed their strategy and started using radio to educate the villagers. When one of the volunteers started to interact face-to-face with the villagers, she was surprised to see that most of the villagers were unaware of the benefits of ORS despite the efforts of the organisation. During the interaction, she found that disseminating information regarding ORS by meeting in person was more persuading. She reported this to her seniors and requested to change in the strategy to bring positive changes in the attitude of the villagers regarding the uses of ORS.
What should the message given to villagers about ORS contain in order to make a positive change in their attitude and understanding?
Answer & explanation
Correct answer: option 4
The correct answer is Option (4) → Sufficient information about ORS using both emotional and rational appeal
Among the message characteristics, attitudes change when the amount of information is just enough, neither too much nor too little, and whether the message carries a rational or an emotional appeal also makes a difference.
Option (1) Emotional appeal — Incorrect. An emotional appeal works on feelings, such as care for one’s child. Alone it leaves out the information the villagers lacked about the benefits of ORS.
Option (2) Sufficient information regarding benefits of ORS — Incorrect. Information is needed, but by itself it uses neither appeal, which also decide whether the message persuades.
Option (3) Rational appeal — Incorrect. A rational appeal gives reasons, such as saving money. Alone it misses the feelings that move people and the full information they need.
Option (4) Sufficient information about ORS using both emotional and rational appeal — Correct. This option brings together both message characteristics: just enough information, put across with appeals to both reason and feeling.
NCERT (2025-26): “Message characteristics : … The message is the information that is presented in order to bring about an attitude change. Attitudes will change when the amount of information that is given about the topic is just enough, neither too much nor too little. Whether the message contains a rational or an emotional appeal, also makes a difference. For example, an advertisement for cooking food in a pressure cooker may point out that this saves fuel such as cooking gas (LPG) and is economical (rational appeal). Alternatively, the advertisement may say that pressure-cooking preserves nutrition, and that if one cares for the family, nutrition would be a major concern (emotional appeal)…” |