Common themes from the extremes: using two methodologies to examine adolescents' perceptions of anti-violence public service announcements

摘要: Purpose: To determine in what ways adolescents perceive public service announcements (PSAs) general and, more specifically, anti-violence health messages. Methods: Seventy-nine who were involved with the issue of violence (39 pro-social, 40 incarcerated) participated. These youth from four sites (Philadelphia, Pennsylvania, Detroit, Michigan, Albuquerque, New Mexico, and Portland, Oregon) chosen at random a pool recommended by community leaders. First, questioned on their demographics knowledge of, attitudes about, experience with, violence. Then, rated eight PSAs levels interest, understanding, believability, perceived effect. In semistructured individual interviews, discussed each as well how messages can effectively reach young people. We used quantitative qualitative methodologies to analyze data. Results: Adolescents had similar opinions about presented using PSAs. Across both pro-social incarcerated groups, (a) opposed celebrity spokespeople, (b) preferred authentic-looking characters realistic situations, (c) dismissed directed either younger or older audiences, (d) confused abstractions, (e) focused visuals, (f) suggested graphic images. Conclusions: The similarities observed between may arise fact that, although nature varied, groups high involvement. From this study, we make three recommendations for creating messages: use situations; employ simple, visual, messages; do formative evaluations target audiences.