Public Communication Campaigns—the American Experience

Paisley, William; Atkin, Charles K.

doi:10.4135/9781544308449.n2

Cited by 26 publications

(29 citation statements)

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“…The bulk of research on the effects of anti-drug messages concentrates on awareness, knowledge, attitudes, affect, and behavioral intent (see, e.g., Atkin, 2001;Atkin & Freimuth, 2001;Paisley, 2001;Palmgreen, Lorch, Donohew, & Harrington, 1995;Salmon & Murray-Johnson, 2001;Wartella & Middlestadt, 1991), with studies often investigating the manner in which variations in content, form, and argumentation style evoke changes in dependent variables of interest (McGuire, 2001). Beyond manipulating media variables, individual differences among viewers have also been widely examined .…”

Section: Prior Anti-drug Ad Researchmentioning

confidence: 99%

The Curiosity-Arousing Function of Anti-Drug Ads

Wagner

Sundar²

2008

TOCOMMJ

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Anti-drug ads may be designed to prevent illicit drug use, but might they also lead to a greater desire for experimenting with drugs? Priming theory suggests the ads could cause viewers to exaggerate drug use prevalence and expose gaps in viewers' experiential knowledge. By keeping the concept of adolescent drug use salient, anti-drug ads may trigger social comparison and make them wonder why drugs are so popular. Two studies explore such a possibility. Results from an initial between-participants experiment (N = 65) indicate curiosity-arousal may be an unintended function of viewing anti-drug ads. A follow-up study (N=28) replicates the findings and further examines likely causes of curiosityarousal.

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Section: Prior Anti-drug Ad Researchmentioning

confidence: 99%

The Curiosity-Arousing Function of Anti-Drug Ads

Wagner

Sundar²

2008

TOCOMMJ

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“…As people become dependent on media for setting social norms (McQuail, 1987;Rubin, 2002), campaigns achieve objectives if persons are exposed and pay attention to materials, a phenomenon that can occur when a person has been exposed to materials three to six times (Andreasen & Kotler, 2003;Hornik, 2002;Paisley, 2001;Stewart et al, 2002).…”

mentioning

confidence: 99%

Fetal Alcohol Syndrome Prevention Using Community-Based Narrowcasting Campaigns

Glik

Prelip²,

Myerson³

et al. 2008

Health Promotion Practice

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Preventing fetal alcohol syndrome (FAS) by encouraging pregnant women to abstain from drinking alcohol competes with commercial alcohol marketing. Two FAS-prevention campaigns using a narrowcast approach among young women of childbearing age in two disadvantaged Southern California communities are compared. The design, implementation process, and degree to which campaigns reached the priority populations are the focus of this article. Formative research shows that young women in disadvantaged communities receive mixed messages about dangers of drinking during pregnancy. A social norms approach using positive role models was the most acceptable message strategy based on materials pretesting. Differences in campaign implementation and distribution strategies between communities were documented through program monitoring. Survey research indicated the more viable messaging and implementation strategies. Findings show that low-cost community campaigns are feasible; however, variations in messaging, distribution strategies, and saturation levels determine whether such campaigns succeed or fail to reach priority populations.

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“…Media and publicly communicated information influence and shape cognition (Chen & Meindl, 1991;Katz, 1980;Roberts & Maccoby, 1985), transmit and reinforce existing beliefs (Alper & Leidy, 1973), and construct perceptions of social reality (Gerbner et al, 1978;Paisley, 1981). Therefore mass communication can be a critical conduit for assessing semantic fit between culturally different IJV partners.…”

Section: Empirical Designmentioning

confidence: 95%

Fit, misfit, and beyond fit: Relational metaphors and semantic fit in international joint ventures

2015

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We propose that metaphorical descriptions of newly formed international joint ventures (IJVs) contain important, diagnostic information regarding the way these cross-border alliances are managed and perform. In three studies, we examine how relational metaphors reflect semantic fit, or the IJV partners' cognitive match of managerial schemas and their capability to recontextualize communications regarding alliance operations. We find IJV partners that share relational metaphors achieve superior outcomes, reflecting aligned managerial approaches to controlling shared resources and joint activities. Further, formal ownership as equity share moderates the impact managerial schemas implied by metaphors have on subjective, time-lagged performance of IJVs. Our analysis of metaphorical language not only reveals the way newly formed IJVs are managed, but also highlights performance variations associated with complex patterns of IJV controls.

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Public Communication Campaigns—the American Experience

Cited by 26 publications

References 0 publications

The Curiosity-Arousing Function of Anti-Drug Ads

The Curiosity-Arousing Function of Anti-Drug Ads

Fetal Alcohol Syndrome Prevention Using Community-Based Narrowcasting Campaigns

Fit, misfit, and beyond fit: Relational metaphors and semantic fit in international joint ventures

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