Questioning the value of realism: young adults' processing of messages in alcohol‐related public service announcements and advertising
作者： Julie L. Adnsager , Erica Weintraub Austin , Bruce E. Pinkleton
DOI: 10.1111/J.1460-2466.2001.TB02875.X
关键词: Discourse analysis 、 Poison control 、 Higher education 、 Public service 、 Human factors and ergonomics 、 Salience (language) 、 Perception 、 Advertising 、 Alcohol education 、 Psychology
摘要: This study, based on the message interpretation process (MIP) model, explored how college students, a primary audience for alcohol-related messages, evaluate antidrinking public service announcements and alcohol advertisements. Evaluations from 246 respondents regarding 10 ads PSAs produced differences in quantitative qualitative responses. Results suggested that perceived realism themes students could identify with are important factors increasing salience persuasiveness of PSAs. The respondents’ free-recall responses realistic but logic-based were not as effective unrealistic enjoyable ads. Low production quality, though noticed, was related to persuasive value
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