A content analysis of 137 public service announcements (PSAs) foc on alcohol-impaired driving that aired nationally on U.S. televis between 1987 and 1992 is presented. The findings include the following: (1) most PSAs were intended to reach an undifferentiat general audience, not necessarily those who are at greatest risk driving after drinking; (2) most PSAs were designed to create awareness of the problem of alcohol-impaired driving or to promot individual behavior change; (3) more PSAs were developed on the u of designated drivers than on any other subject; and (4) about two-thirds of the PSAs included one or more celebrities who speak directly to the audience. Past media campaigns have tended to ign the fact that people's behavior is profoundly shaped by their environment, which in turn is shaped by public policy. It is recommended that future mass media campaigns against alcohol-impa driving focus on building support for changes in institutional structures, public policy or law that will motivate, support and sustain the efforts of individuals to alter their behavior. Television PSAs can play an important but somewhat limited role i support of this effort. Greater emphasis is needed on media advoc strategies including paid advertising. (A)

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  • Corporate Authors:

    Journal of Public Health Policy

    208 Meadowood Drive
    South Burlington, VT  United States  05403
  • Authors:
    • DeJong, W
    • ATKIN, C K
  • Publication Date: 1995


  • English

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Filing Info

  • Accession Number: 00717985
  • Record Type: Publication
  • Source Agency: Transport Research Laboratory
  • Files: ITRD,
  • Created Date: Mar 20 2003 12:00AM