The purpose of this study was to determine whether the effectiveness of prosocial messages is compromised by poor design.
A receiver-oriented content analysis (N=246) was used to assess college students'perceptions of the message quality, production quality, and persuasiveness of advertisements and prosocial advertisements regarding alcohol.
After providing background information, respondents rated a series of video clips on a variety of criteria guided by the Message Interpretation Process (MIP) model.
Results indicated that prosocial advertisements were rated as higher in quality than were commercial advertisements overall and on logic-based criteria, but prosocial advertisements nevertheless had weaker relationships to viewers'beliefs and reported behaviors relevant to drinking alcohol.
Heavier drinkers rated commercial advertisements more positively than did lighter/nondrinkers.
They were less skeptical of persuasive messages and rated prosocial advertisements lower in effectiveness and commercial advertisements higher in effectiveness.
Mots-clés Pascal : Consommation, Boisson alcoolisée, Prévention, Communication information, Qualité, Efficacité, Persuasion, Perception sociale, Attitude, Comportement, Evaluation, Enfant, Homme, Adolescent, Education santé, Facteur risque, Etats Unis, Amérique du Nord, Amérique
Mots-clés Pascal anglais : Consumption, Alcoholic beverage, Prevention, Information communication, Quality, Efficiency, Persuasion, Social perception, Attitude, Behavior, Evaluation, Child, Human, Adolescent, Health education, Risk factor, United States, North America, America
Notice produite par :
Inist-CNRS - Institut de l'Information Scientifique et Technique
Cote : 99-0504291
Code Inist : 002B30A03B. Création : 22/03/2000.