Underage Drinkers' Responses to Negative-Restrictive Versus Proactive-Nonrestrictive Slogans in Humorous Anti–Alcohol Abuse Messages: Are Humorous Responsible Drinking Campaign Messages Effective?

Lee, Moon J.; Chen, Yi-Chun Yvonnes

doi:10.1080/10810730.2012.727949

Cited by 12 publications

(13 citation statements)

References 31 publications

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“…This study is the first to comprehensively test the effects of the portrayal of alcohol in audiovisual mass media content on the viewer by manipulating not only alcohol consequences, but also character valence. Furthermore, we included interaction effects with level of alcohol consumption (Kim et al, 2014;Lee & Chen, 2013). In addition, age (an important covariate that has not been thoroughly tested) and gender were included.…”

Section: Discussionmentioning

confidence: 99%

“…Effect studies in numerous areas showed that viewers' characteristics influence the effect of mass media (e.g., Lee & Chen, 2013;Stephenson, 2003). In the context of alcohol-related behavior, the viewer's own behavior related to alcohol seems especially crucial.…”

Section: Level Of Alcohol Consumptionmentioning

confidence: 99%

“…Still, insights regarding the moderating role of alcohol consumption on the perception of alcohol portrayals remain scarce. So far, only studies investigating the effects of alcohol prevention messages included alcohol consumption as a potential moderator (Kim, Lee, Macais, 2014;Lee & Chen, 2013) and found heavy drinkers to be hardly susceptible to prevention messages. Thus, to uncover how personal experience with alcohol might moderate the learning effects connected to the portrayal of alcohol consequences, we formulate the following research question: RQ1: Does alcohol consumption influence the effect of the portrayal of alcohol consequences on alcohol expectancies and attitudes?…”

Section: Level Of Alcohol Consumptionmentioning

confidence: 99%

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Mass Media as Alcohol Educator for Everyone? Effects of Portrayed Alcohol Consequences and the Influence of Viewers’ Characteristics

Mayrhofer

Naderer

2017

Media Psychology

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Many correlative and experimental studies indicate that the portrayal of alcohol in the mass media impacts viewers' alcohol expectancies, attitudes, and behaviors. Based on social cognitive theory, the portrayed consequences and the valence of the character experiencing these consequences are important to consider when investigating the portrayal of alcohol in the mass media. However, experimental studies manipulating character valence and consequences are scarce. This study presents an experimental examination of an adult sample, manipulating the occurrence of consequences (no consequences, positive consequences, and negative consequences), as well as character valence (a positive or negative character). We investigated the effects of media portrayals on positive and negative alcohol expectancies, as well as on attitudes toward alcohol. Furthermore, the moderating role of participants' level of alcohol consumption was considered. We found main effects only on the negative alcohol expectancies, supporting the differentiation of alcohol expectancies and attitudes. However, the valence of the depicted character did not moderate the impact of the portrayed consequences. Interaction effects of participants' individual levels of alcohol consumption and portrayals of consequences of alcohol consumption in the mass media were uncovered. This finding has important implications for further research and prevention efforts directed at risk groups. Alcohol is a major contributor to more than 200 diseases, injuries, and other health conditions by exerting toxic effects on organs and tissues. The intoxication of consumers, which leads to "impairment of physical coordination, consciousness, cognition, perception, affect or behavior" can evoke dangerous situations that might have harmful consequences for individual, as well as public, health (World Health Organization [WHO], 2014, p. 5). However, according to WHO, around 8-10 liters of pure alcohol per capita are consumed per year in high-developed regions. Extant research has revealed that a factor responsible for the constantly high alcohol consumption rates is the omnipresence of alcohol in mass media. During an investigation of 24 movies for children, Ryan and Hoerrner (2004) found that 75% contain at

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Section: Discussionmentioning

confidence: 99%

Section: Level Of Alcohol Consumptionmentioning

confidence: 99%

Section: Level Of Alcohol Consumptionmentioning

confidence: 99%

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Mass Media as Alcohol Educator for Everyone? Effects of Portrayed Alcohol Consequences and the Influence of Viewers’ Characteristics

Mayrhofer

Naderer

2017

Media Psychology

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“…Humorous anti-tobacco messages are remembered more than those using normative or sadness/fear appeals among adolescents (Biener et al, 2004). When adolescents and young adults process messages that use fear appeals, they may become defensive; use of humor may offset this response (Lee & Chen, 2013).…”

Section: Phase 3: Message Development and Testingmentioning

confidence: 99%

Developing a Point-of-Sale Health Communication Campaign for Cigarillos and Waterpipe Tobacco

Sutfin

Ross

Lazard³

et al. 2017

Health Communication

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Adolescents and young adults smoke waterpipe tobacco (WT) and cigarillos, at least in part, based on erroneous beliefs that these products are safer than cigarettes. To address this challenge, we used a systematic, three-phase process to develop a health communication campaign to discourage WT and cigarillo smoking among at-risk (tobacco users and susceptible non-users) 16- to 25-year-olds. In Phase 1, we used a national phone survey (N = 896) to determine salient message beliefs. Participants reported constituents (i.e., harmful chemicals) emitted by the products were worrisome. In Phase 2, we developed and evaluated four message executions, with varying imagery, tone, and unappealing products with the same constituents, using focus groups (N = 38). Participants rated one execution highly, resulting in our development of a campaign where each message: (1) identified a tobacco product and constituent in the smoke; (2) included an image of an unappealing product containing the constituent (e.g., pesticides, gasoline) to grab attention; and (3) used a humorous sarcastic tone. In Phase 3, we tested the campaign messages (17 intervention and six control) with a nationally representative online survey (N = 1,636). Participants rated intervention and control messages highly with few differences between them. Exposure to messages resulted in significant increases in all risk beliefs from pre to post (p< 0.05). For WT, intervention messages increased beliefs about addiction more than control messages (p < 0.05). This systematic, iterative approach resulted in messages that show promise for discouraging WT and cigarillo use.

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“…M. J. Lee and Chen (2013) found that effects of proactive-nonrestrictive (directing to drink responsibly) or negative-restrictive (directing to not drink) slogans in humorous anti-binge drinking PSAs depended on whether the respondents were binge drinkers or moderate drinkers. Proactive-nonrestrictive slogans were more effective than negative-restrictive slogans for binge drinkers, however the results for proactive-nonrestrictive messages were similar to the control group.…”

Section: Reactancementioning

confidence: 99%

Humor in public health messaging

Schumacher¹

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Thank you to Dr. Deborah Dawson, an incredible mentor and role model, who provided very helpful guidance on the meta-analysis. Without several friends and classmates, this dissertation truly could not have been completed. Anne Welhaven-without you, I would still be in that archive in Urbana, taking photos of Ad Council ads. Anne Abbott-your enthusiasm for the content analysis made the final product so much better and the process so much more fun! Christine Kava-every time I see that stack of forms you filled out I remember how lucky I am to have a friend like you; now that my dissertation is complete we can catch up on our TV! I also owe a debt of gratitude to my parents for always encouraging my curiosity and thirst for knowledge. I've almost got a real job, Dad, and I couldn't have done it without you and Mom's support. And finally, I must thank my friend Michael, who has always been a great support and was determined that this quote go in my dissertation: "Humor can be dissected, as a frog can, but the thing dies in the process and the innards are discouraging to any but the purely scientific mind."-E.B. & K.S. White

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Underage Drinkers' Responses to Negative-Restrictive Versus Proactive-Nonrestrictive Slogans in Humorous Anti–Alcohol Abuse Messages: Are Humorous Responsible Drinking Campaign Messages Effective?

Cited by 12 publications

References 31 publications

Mass Media as Alcohol Educator for Everyone? Effects of Portrayed Alcohol Consequences and the Influence of Viewers’ Characteristics

Mass Media as Alcohol Educator for Everyone? Effects of Portrayed Alcohol Consequences and the Influence of Viewers’ Characteristics

Developing a Point-of-Sale Health Communication Campaign for Cigarillos and Waterpipe Tobacco

Humor in public health messaging

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