To investigate the factors behind the overall lack of success of televised public service announcements (PSAs), five Marine recruitment PSAs were studied using 138 college undergraduate students (75% male and 90% freshmen and sophomores). Results indicated the following: in general, the PSA messages were perceived as alienating by the students; specific military features had no alienating effect; the PSAs were too old; the PSAs created false impressions that could be expected to negatively affect recruitment; and the PSAs failed to "get to the point." It was concluded that PSAs apparently offered too few positive elements when weighted against the specific changes they were intended to effect. (Study data and specific production recommendations are appended.) (DF)