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This study tests whether the impact of alcohol advertising exposure on intentions to drink and actual consumption is mediated by cognitive responses to advertising messages and positive expectancies about alcohol use. The model was tested using survey data of two important age cohorts, 15 to 20 years (n=608) and 21 to 29 years (n=612). The findings show that alcohol advertising was influential in shaping young people's attitudes and perceptions about alcohol advertising messages. The attitudes and perceptions predicted both positive expectancies and intentions to drink of those under the legal drinking age, but did not affect the young adults' expectancies and consumption. Positive expectancies were powerful predictors of intentions to drink and consumption for both groups. The effects of alcohol advertising on intentions to drink of those aged 15 to 20 years were mediated by cognitive responses to advertising messages and positive expectancies. The mediation effect was not evident among those between 21 and 29 years.

Click here if your download doesn"t start automatically Public Communication Campaigns Public Communication Campaigns In this new, fully revised and expanded fourth edition of Public Communication Campaigns, Rice and Atkin provide readers with a comprehensive, up-to-date look into the field of public communication campaigns. The subject of campaigns has become increasingly high profile in the academic world in the decade since the last edition, and hundreds of new studies on campaign theory and practice have been published since 2001. Largely rewritten to reflect the latest theories and research, this text continues in the tradition of ongoing improvement and expansion into new areas. Download Public Communication Campaigns ...pdf Read Online Public Communication Campaigns ...pdf Download and Read Online Public Communication Campaigns #AEP63ZMXTOU Read Public Communication Campaigns for online ebook Public Communication Campaigns Free PDF d0wnl0ad, audio books, books to read, good books to read, cheap books, good books, online books, books online, book reviews epub, read books online, books to read online, online library, greatbooks to read, PDF best books to read, top books to read Public Communication Campaigns books to read online.

This article applies the concept of strategic ambiguity in examining viewer responses to brewer-sponsored "responsible drinking" television advertising campaigns. Strategically ambiguous messages are designed to engender diverse interpretations between varied audience segments, and these different selective perceptions should translate into relatively uniform positive corporate images. In this study, teenage and young adult respondents were shown a series of television spots from two leading alcohol companies. As predicted, there was a high degree of diversity in meanings of message content and campaign purpose derived by viewers, particularly among less sophisticated teenagers. Moreover, evaluative ratings of messages and sponsors were generally favorable and more uniform than interpretive responses. The research demonstrates how seemingly prohealth messages can serve to subtly advance both industry sales and public relations interests.

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