Abstract:The problem of sexual assault has gained more and more attention in recent years. Previous studies explore campaigns that help survivors seek support after attack and discursive effort that toughen up how people deal with assailants. One crucial group, however, has been always left out of the discussion: bystanders. Both American government and Ontario government have launched campaigns to stop sexual assault. Both have released Public Service Announcements（PSA） that appeal to people who can take responsibility to stop sexual assault. This paper applies cluster analysis to analyze how these two PSAs persuade the audience to stand up and take responsibility. Both PSAs are well-organized and clearly convey the theme that bystanders should take responsibility to stop sexual assault, but their persuasive effects are different. Since they adopt different ways of persuasion, this essay also compare which way may be more effective in terms of a sexual assault PSA.

Key Words: sexual assault, bystander, cluster analysis, Public Service Announcement

Contents

Abstract

中文摘要

Description of PSAs1

“It’s On Us” 1

“Who Will You Help” 2

Methodology4

-Cluster Analysis4

-Literature Review5

Identification of Key Terms6

“It’s On Us” 6

“Who Will You Help” 7

Clusters around Key Elements7

-“It’s On Us” 7

-“Who Will You Help” 8

Interpretations of Clusters9

“It’s On Us” 9

“Who Will You Help” 10

Comparison and Analysis of Effect12

Conclusion14

Bibliography13

Acknowledgements18