Placing alcohol warnings before, during, and after TV beer ads: Effects on knowledge and responses to the ads and the warnings

Author(s): Rouner, D., Karan, D., Murphy, K., Beauvais, F.

Journal/Book: Journalism Mass Commun. 1999; 76: Univ South Carolina College of Journalism, Columbia, SC 29208, USA. Assn Educ Journalism Mass Communication. 468-484.

Abstract: This experiment compared the effects of warnings placed before, during, or after television beer advertisements. Warnings before or after the ads led to higher knowledge scores and fewer negative comments about the warning presentation than did warnings scrolled during the ads; warnings after and during bill not before the ads significantly decreased positive comments about the ads. Earlier findings regarding effects of warning topic and quantitative information in the warnings were replicated.

Note: Article Slater MD, Colorado State Univ, Dept Journalism & Tech Commun, TriEth Ctr Prevent Res, Ft Collins,CO 80523 USA

Keyword(s): CENSORSHIP DISCLAIMERS; THOUGHT ELABORATION; GULF-WAR; LABEL; ADVERTISEMENTS; INFORMATION; FREQUENCY; IMPACT; POSTER

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