ERIC Number: EJ622843
Record Type: Journal
Publication Date: 2001
Reference Count: N/A
Questioning the Value of Realism: Young Adults' Processing of Messages in Alcohol-Related Public Service Announcements and Advertising.
Andsager, Julie L.; Austin, Erica Weintraub; Pinkleton, Bruce E.
Journal of Communication, v51 n1 p121-42 Mar 2001
Finds that: (1) perceived realism and themes that students could identify with are important factors in increasing the salience and persuasiveness of alcohol-related public service announcements (PSAs) among undergraduate students; (2) realistic but logic-based PSAs were not as effective as unrealistic but enjoyable ads; and (3) low production quality, though noticed, was not related to the persuasive value of PSAs. (SR)
Publication Type: Journal Articles; Reports - Research
Education Level: N/A
Authoring Institution: N/A