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This study investigated the consequences of increased levels of expressed message intensity on receivers' subsequent evaluations of the source and topic of the message, in addition to their perceptions of the message itself.A basic message was prepared in which a previously neutral source attacked a relatively low-salience topic. The intensity with which the source stated his attitudinal position was systematically varied by the alternative insertion of verbs and modifiers of known intensive value. This created two experimental messages, one of low intensity, the other of high intensity. Subjects read one of the messages and responded via rating scales.Obtained results provided partial support for the experimental hypotheses, in that the high intensity message was judged as clearer and its source as more dynamic than the low intensity message. A secondary analysis based solely on perceived message intensity conformed even more closely to the experimental predictions. Messages rated as being highly intense were also rated as clearer and more logical, and having sources who were judged to be more trustworthy, more qualified and more dynamic.A number of recent studies have attempted to explicate variables which pertain to the general area of language style, i.e., how something is said rather than what is said. Several of these studies share a common focus on examining the effects of the strength or degree of emphasis with which a source states his attitudinal position toward a topic. This variable is here termed "message intensity."

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Complete evaluation of anti-drug abuse campaigns should examine not only the messages created, but the programming content which makes up the information environment for those receiving these messages. A content analysis of one major information source (prime time TV) indicates that drug-relevant information is being disseminated and should be taken into account in planning information strategies. Commercial appeals promoting chemical agent use and programming which largely neglects abuse potentials suggest cautions for the strategy planner and questions for media programmers.In response t o a variety of statistical data regarding the extent of experimentation with and abuse of controlled drugs, a number of federal (e.g., NIMH; Bureau of Narcotics and Dangerous Drugs) and private (e.g., Blue Cross; YMCA) agencies have been actively engaged in communication efforts aimed at somehow ameliorating this seemingly alarming trend. These rather formal efforts to inform and persuade audiences regarding an acknowledged social problem have often included the preparation and dissemination of public service advertisements.Analyses of anti-drug abuse messages have, however, cast some doubt as to their effectiveness [l] . Aside from questions as t o the Foundation grant to the first author.