Journal article
"Drinking Won't Get You Thinking": A Content Analysis of Adolescent-Created Print Alcohol Counter-advertisements
Health communication, Vol.28(7), pp.671-682
10/01/2013
DOI: 10.1080/10410236.2012.762826
PMCID: PMC3799782
PMID: 23980705
Abstract
Involvement in creating antialcohol advertisements generates enthusiasm among adolescents; however, little is known about the messages adolescents develop for these activities. In this article, we present a content analysis of 72 print alcohol counteradvertisements created by high school (age 14-17 years old) and college (18-25 years old) students. The posters were content analyzed for poster message content, persuasion strategies, and production components, and we compared high school and college student posters. All of the posters used a slogan to highlight the main point/message of the ad and counterarguments/consequences to support the slogans. The most frequently depicted consequences were negative consequences of alcohol use, followed by negative-positive consequence comparison. Persuasion strategies were sparingly used in advertisements and included having fun/one of the gang, humor/unexpected, glamour/sex appeal, and endorsement. Finally, posters displayed a number of production techniques including depicting people, clear setting, multiple colors, different font sizes, and object placement. College and high school student-constructed posters were similar on many features (e.g., posters displayed similar frequency of utilization of slogans, negative consequences, and positive-negative consequence comparisons), but were different on the use of positive consequences of not using alcohol and before-after comparisons. Implications for teaching media literacy and involving adolescents and youth in developing alcohol prevention messages are discussed.
Details
- Title: Subtitle
- "Drinking Won't Get You Thinking": A Content Analysis of Adolescent-Created Print Alcohol Counter-advertisements
- Creators
- Smita C Banerjee - Department of Psychiatry and Behavioral Sciences , Memorial Sloan-Kettering Cancer CenterKathryn Greene - Department of Communication , Rutgers UniversityMichael L Hecht - Department of Communication Arts & Sciences , Pennsylvania State UniversityKate Magsamen-Conrad - Department of Communication , Bowling Green State UniversityElvira Elek - RTI International
- Resource Type
- Journal article
- Publication Details
- Health communication, Vol.28(7), pp.671-682
- DOI
- 10.1080/10410236.2012.762826
- PMID
- 23980705
- PMCID
- PMC3799782
- NLM abbreviation
- Health Commun
- ISSN
- 1041-0236
- eISSN
- 1532-7027
- Publisher
- Routledge
- Language
- English
- Date published
- 10/01/2013
- Academic Unit
- Communication Studies
- Record Identifier
- 9984002305902771
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