Marijuana prevention ad impact: Ad coding and secondary analyses of national data

描述（由申请人提供）：拟议的研究旨在确定在反大麻公共服务公告（PSA）中使用时减轻青少年大麻使用意图和开始的信息的内容和结构特征。数以百计的反大麻公益广告已经创建和播出，他们的血统至少可以追溯到大麻疯狂的日子。这条长长的队伍中最新的一条今天仍在继续，广告把大脑比作吸毒后的煎蛋（“这是你吸毒后的大脑！").这些努力的历史上充斥着无效的广告和整个运动的基础上的决定在很大程度上缺乏科学的洞察力。对过去努力的评价表明，许多努力都失败了，这是一个可以而且必须扭转的一贯结果。 积极成果的稀缺在一定程度上是可以理解的。科学文献并没有提供太多关于信息的内容和结构特征的坚实指导，这些信息结合起来可能会提高反大麻公益广告的有效性。同样具有挑战性的是，缺乏关于广告功能与用户状态的互动的坚实研究，我们在之前的研究中已经广泛研究了其重要性。为了开始纠正这些问题，我们提出了一个系统的，基于理论的，混合方法的方法，利用二手数据分析，PSA编码和评估，通知反大麻通信的发展，有很大的机会说服青年在所有使用水平。我们将测试和识别影响广告接受的信息的内容和结构特征，以及随后对大麻的态度和意图，以促进理论方法的发展，指导未来的预防工作。1）识别（通过专家编码和二级数据分析）内容和结构消息特征，这与全国青年禁毒媒体运动中受访者对广告的积极评价有关，他们的评价存档在全国父母和青年调查（NSPY）中，这是一项全国性的美国青少年调查，（2）将青少年对NYAMC广告的编码与目标1中召集的专家组的编码进行比较，以实现两个主要目标：评估成人专家编码者与代表广告青少年目标的个人编码者之间的共同性和差异;更重要的是，确定青少年评委对各种广告特征的编码与他们对所编码广告的总体评价（或态度）之间的关联。 这个多研究，多方法项目的结果将通过识别与所需的态度和行为变化相关的内容和结构特征来指导下一代反大麻公益广告的开发，并将展示这些因素对不同用户状态的青少年的不同影响。

DESCRIPTION (provided by applicant): The proposed studies are designed to identify the content and structural features of messages that when used in anti-marijuana public service announcements (PSAs) mitigate adolescents' marijuana usage intentions and initiation. Hundreds of anti-marijuana PSAs have been created and aired, their lineage traceable at least to the days of Reefer Madness. The latest in this long line continues today in ads likening brains to fried eggs as a result of drug use ("This is your brain on drugs!"). The history of these efforts is littered with ineffective ads and whole campaigns based on decisions largely bereft of scientific insight. Evaluations of past efforts indicate that many have failed, a consistent outcome that can and must be reversed. The scarcity of positive outcomes is partially understandable. The scientific literature does not provide much in the way of solid guidance regarding the content and structural features of messages that combined might enhance the effectiveness of anti-marijuana PSAs. Equally challenging is the lack of solid research on the interaction of ad features with users' status, whose importance we have examined extensively in our prior research. To begin to redress these problems, we propose a systematic, theory-based, mixed-methods approach utilizing secondary data analysis, PSA coding and evaluation to inform the development of anti- marijuana communications that have a strong chance of persuading youth at all usage levels. We will test and identify the content and structural features of messages affecting ad acceptance, and subsequent attitudes and intentions regarding marijuana-facilitating development of a theoretical approach to guide future prevention efforts The research seeks to accomplish two specific aims: 1) identify (via expert coding and secondary data analysis) the content and structural message features that cohere, and that were associated with positive ad evaluations by respondents in the National Youth Anti-drug Media Campaign, whose evaluations are archived in the National Survey of Parents and Youth (NSPY), a nationally representative survey of US adolescents, and 2) compare adolescents' coding of ads from the NYAMC with those of the expert panel convened in Aim 1 to accomplish two major goals: assess communalities and differences between adult expert coders and those of individuals representative of the ads' adolescent targets; and, more importantly, determine the association between the adolescent judges' coding of various ad characteristics and their overall evaluations of (or attitudes toward) the ads they have coded. The results of this multi-study, multi-method project will guide development of the next generation of anti-marijuana PSAs by identifying the content and structural features associated with desired attitude and behavior change, and will demonstrate the differential effect of these factors youth of varying user status.