Literaturnachweis - Detailanzeige
Autor/inn/en | Andsager, Julie L.; Austin, Erica Weintraub; Pinkleton, Bruce E. |
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Titel | Questioning the Value of Realism: Young Adults' Processing of Messages in Alcohol-Related Public Service Announcements and Advertising. |
Quelle | In: Journal of Communication, 51 (2001) 1, S.121-42 |
Sprache | englisch |
Dokumenttyp | gedruckt; Zeitschriftenaufsatz |
ISSN | 0021-9916 |
Schlagwörter | Advertising; Alcohol Education; Communication Research; Discourse Analysis; Drinking; Health Education; Higher Education; Media Research; Persuasive Discourse; Undergraduate Students; Young Adults |
Abstract | 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) |
Erfasst von | ERIC (Education Resources Information Center), Washington, DC |