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

大麻预防广告影响：广告编码和国家数据的二次分析

基本信息

批准号：
8311026
负责人：
William D. Crano
金额：
$ 15.92万
依托单位：
CLAREMONT GRADUATE UNIVERSITY
依托单位国家：
美国
项目类别：
财政年份：
2010
资助国家：
美国
起止时间：
2010-09-15 至 2014-08-31
项目状态：
已结题

项目摘要

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.

描述（由申请人提供）：拟议的研究旨在确定反大麻公共服务公告（psa）中使用的信息的内容和结构特征，以减轻青少年的大麻使用意图和启动。数百个反大麻的公益广告已经被制作出来并播出，它们的起源至少可以追溯到“大麻疯狂”的时代。这一长串广告中最新的一条在今天还在继续，广告把吸毒的大脑比作煎蛋（“这是你吸毒的大脑！”）。这些努力的历史上充斥着无效的广告和整个运动，这些运动基于在很大程度上缺乏科学洞察力的决定。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可以理解。关于信息的内容和结构特征，科学文献并没有提供太多可靠的指导，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可靠研究，我们在之前的研究中已经广泛研究了其重要性。为了解决这些问题，我们提出了一种系统的、基于理论的混合方法，利用二手数据分析、PSA编码和评估来为反大麻传播的发展提供信息，这种传播有很大的机会说服所有使用水平的年轻人。我们将测试并确定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——促进理论方法的发展，指导未来的预防工作。研究旨在实现两个具体目标：1)识别（通过专家编码和辅助数据分析）连贯的内容和结构信息特征，并与全国青少年禁毒媒体运动中受访者的积极广告评价相关，他们的评价被存档在全国父母和青少年调查（NSPY）中，这是一项具有全国代表性的美国青少年调查；2)将NYAMC的青少年广告编码与目标1中召集的专家小组的编码进行比较，以实现两个主要目标：评估成人编码专家与代表广告青少年目标的个人的社区和差异；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的广告的总体评价（或态度）之间的联系。这项多研究、多方法项目的结果将通过识别与期望态度和行为改变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，并将展示不同用户状态下这些因素的差异效应。