Volume 6

Comparison of Persuasion Techniques Used in Alcohol Advertisements and Public Service Announcements

Madalyn Salvaggio

In an examination of persuasiveness of alcohol advertisements and perceived effectiveness of public service announcements based on imagery of advertisement and wording of announcements, volunteers (n = 103) were randomly assigned to one of four combinations. The alcohol advertisements varied in product representation (image or product) and the public service announcements varied in presentation of aversive consequences of alcohol (narrative or factual). Participants rated the alcohol advertisements and PSAs on relevance to college student life, emotions both the ad and announcement evoked, and believability. Measures of alcohol consumption, social desirability, and self-esteem were completed. Results indicated that the image advertisement was perceived as more persuasive than the product advertisement and the narrative public service announcement was favored over a factual announcement regardless of combination viewed. High levels of social desirability were associated with reported responses on persuasiveness of the alcohol advertisement.

100 State Street

PO Box 9101

Framingham, MA 01701-9101

|

Phone: 508-620-1220


Mobile Version

Copyright © 2014 Framingham State University