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用于反大麻公共服务公告(PSA)的信息的内容和结构特征，以缓解青少年使用大麻的意图和启动。数以百计的反大麻公益广告已经创建并播出，它们的血统至少可以追溯到《冰镇狂人》的日子。这条长长的队伍中的最新一条，今天继续在广告中将大脑比作吸毒导致的煎蛋(“这是你的大脑吸毒！”)。这些努力的历史上充斥着无效的广告和基于基本上缺乏科学洞察力的决策的整个竞选活动。对过去努力的评估表明，许多努力都失败了，这一结果始终如一，可以而且必须逆转。积极成果的匮乏在一定程度上是可以理解的。科学文献没有就信息的内容和结构特征提供多少可靠的指导，这些信息结合在一起可能会增强反大麻公益广告的效力。同样具有挑战性的是，缺乏关于广告功能与用户状态相互作用的坚实研究，我们在之前的研究中已经广泛地研究了这一点。为了开始解决这些问题，我们提出了一种系统的、基于理论的混合方法，利用二次数据分析、PSA编码和评估，为反大麻宣传的发展提供信息，这些宣传很有可能说服所有使用水平的年轻人。我们将测试和识别影响广告接受度的信息的内容和结构特征，以及随后对大麻的态度和意图-促进发展一种理论方法，以指导未来的预防工作。研究试图实现两个具体目标：1)(通过专家编码和二次数据分析)确定(通过专家编码和二次数据分析)与全国青年禁毒媒体运动中受访者的积极广告评价相关的内容和结构特征，其评价存档在全国父母和青年调查(NSPY)中，这是一项具有全国代表性的美国青少年调查，2)比较青少年对来自NYAMC的广告的编码和在目标1召集的专家小组的编码，以实现两个主要目标：评估代表广告青少年目标的成人专家编码者和个人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他们编码的广告的总体评价(或态度)之间的关联。这一多研究、多方法项目的结果将通过确定与期望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.