Questioning the value of realism: young adults' processing of messages in alcohol‐related public service announcements and advertising

This study, based on the message interpretation process (MIP) model, explored how college students, a primary audience for alcohol-related messages, evaluate antidrinking public service announcements and alcohol advertisements. Evaluations from 246 respondents regarding 10 alcohol-related ads and PSAs produced differences in quantitative and qualitative responses. Results suggested that perceived realism and themes that students could identify with are important factors in increasing the salience and persuasiveness of PSAs. The respondents’ free-recall responses suggested that realistic but logic-based PSAs were not as effective as unrealistic but enjoyable ads. Low production quality, though noticed, was not related to the persuasive value of PSAs.

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