1. Nature and impact of alcohol messages in a youth-oriented television series
- Author
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Russell, Cristel Antonia, Russell, Dale W., and Grube, Joel W.
- Subjects
Product placement -- Research ,Television and children -- Research ,Alcoholic beverages -- Social aspects -- Advertising ,Advertising, marketing and public relations ,Business ,Advertising ,Social aspects ,Research - Abstract
This research contributes to the extant literature on television influence by pairing a stimulus-side approach documenting how information is presented within a television series with a response-side assessment of whether connectedness and exposure to a series influence the processing of that information differently depending on its format. The inquiry focuses on the nature and impact of messages about alcohol contained within a youth-oriented television program. The findings indicate that the recall and perception of the more overt negative messages increase with exposure and that receptiveness to the subtle and less remembered positive messages increases with levels of program connectedness. Highly connected viewers are both more receptive to and in greater agreement with the underlying positive alcohol message communicated in the series., This research contributes to the extant literature on television (TV) influence by pairing a stimulus-side inquiry that documents how information is presented within a television series with a response-side assessment [...]
- Published
- 2009