ERIC Number: ED085786
Record Type: Non-Journal
Publication Date: 1972-Aug
Reference Count: N/A
An Analysis of Televised Public Service Advertising. Drug Abuse Information Research Project.
Hanneman, Gerhard J.; And Others
Government regulations state that broadcasters are obligated to allot program time to matters of public interest, but neither law nor precedent have determined their commitment to present messages on social problems. To determine the amount of public service advertising (PSA) that is broadcast, particularly anti-drug appeals, a content analysis was conducted in Connecticut covering nine television channels during a one-week period. Information was obtained from station logs and observations by selected viewers on use of celebrities, explicit audience direction, fear appeal, message topic, and type of show during which the commercials appeared. Results support hypotheses that: (1) more PSA messages are broadcast during periods of lower audiences than in prime time; (2) more air time per PSA is alloted during non-prime time periods; (3) there is a significant relationship between program content and PSA topic; and (4) more PSA's cover general topics than social problems. However, results do not support hypotheses that more PSA's are broadcast between shows than during shows or that there is a relationship between the intended PSA audience and program content. (RN)
Publication Type: N/A
Education Level: N/A
Authoring Institution: Connecticut Univ., Storrs. Communication Research Program.