THE INFLUENCE OF RESPONSIBLE DRINKING TV SPOTS AND AUTOMOBILE COMMERCIALS ON YOUNG DRIVERS

Section 1 of this report, entitled "Audience Responses to Drinking and Driving TV Spots", reports the results of a laboratory message testing study in which a sample of teenagers and young adults (N=326) reacted to two types of TV spots that address alcohol problems: (1) nine paid ads sponsored by beer companies, which strategically blend consumption and prevention themes, and (2) nine conventional drinking and driving PSAs from organizations such as MADD. Responses are measured on a variety of dimensions, including perceived appearance, evaluative reaction, positive qualities, negative attributes, content perceptions, subjective impact, sponsor motives, attitude change, corporate images, slogan interpretation, underage policies, designated driver, exposure levels, and age differences. Supplemental focus group response testing was also conducted. Section 2 of this report, entitled "Effects of Risky Auto Advertising Portrayals on Young Drivers", reports the results of a survey that explored the effects of TV car commercials featuring depictions of speed, power, excitement and risk-taking. In this survey a sample of young drivers aged 16-22 (N=333) answered items measuring car ad attention and perceptions, driving attitudes and driver images, and degree to which driving practices are influenced by advertising. The respondents also reacted to the content of five specimen performance-oriented car ads. Key findings are reported concerning exposure, perceptions, images, priorities, attitudes, subjective impact, estimated impact, belt buckling, age differences, and sex differences.

  • Corporate Authors:

    Michigan State University, East Lansing

    Department of Communication
    East Lansing, MI  United States  48824

    Harvard University

    Department of Health and Social Behavior
    Cambridge, MA  United States  02138

    University of California, Berkeley

    School of Public Health
    Berkeley, CA  United States  94720
  • Authors:
    • ATKIN, C K
    • DeJong, W
    • Wallack, L
  • Publication Date: 1992-9

Language

  • English

Media Info

  • Features: Appendices;
  • Pagination: 89 p.

Subject/Index Terms

Filing Info

  • Accession Number: 00625570
  • Record Type: Publication
  • Files: TRIS
  • Created Date: Dec 21 1993 12:00AM