Rock stars in anti-drug-abuse commercials: An experimental study of adolescents' reactions

Author(s): Mercurio, C. S., Wollard, C. A.

Journal/Book: J Appl Soc Psychol. 2000; 30: 360 South Ocean Blvd, pH-B, Palm Beach, FL 33480, USA. V H Winston & Son Inc. 1160-1185.

Abstract: Two studies examined adolescents' perceptions and effectiveness of rock stars in antidrug-abuse public-service announcements (PSAs). In the pilot study (N = 24 teenagers), adolescents expected rock musicians, and in particular heavy metal musicians, to be drug users. In our experimental study (N = 78 high school students aged IS to 16 years). One group was shown 4 PSAs produced by Rock Against Drugs(R), using rock stars Jon Don Jovi, Aimee Mann, Gene Simmons, and Belinda Carlysle as spokespersons. The comparison group was shown 4 equivalent PSAs that were created using unknown actors selected for their similarity to the rock stars in terms of age, ethnicity, and gender, but without any reference to rock music. PSA ratings were taken on 4 scales: attractiveness, expertness, trustworthiness, and overall PSA rating, pretest and posttest measures of drug attitudes supported our hypotheses that countermessages from rock stars denormalize the connection between rock music and drugs, and that adolescents respond more positively to PSAs with rock stars than to PSAs without rock stars.

Note: Article Newcomb MD, Univ So Calif, Div Counseling Psychol, Los Angeles,CA 90089 USA

Keyword(s): COUNSELOR RATING FORM; OPINION CHANGE; SUBSTANCE USE; MEDIA; PREVENTION; VALIDATION; HEALTH; MIDDLE

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