Placing Alcohol Warnings before, during, and after TV Beer Ads: Effects on Knowledge and Responses to the Ads and the Warnings

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 du...

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Bibliographic Details
Published in:Journalism & mass communication quarterly 1999-09, Vol.76 (3), p.468-484
Main Authors: Slater, Michael D., Rouner, Donna, Karan, David, Murphy, Kevin, Beauvais, Frederick
Format: Article
Language:English
Subjects:
Advertising
Alcohol
Television programmes
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Description
Summary: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 but 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.
ISSN:1077-6990
2161-430X
DOI:10.1177/107769909907600305