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Anti-Alcohol PSAs? Spare Me the Guilt and Pour Me a Drink
Filed under: In The News, Alcohol & Drugs
PSAs may actually cause college students to drink more. Credit: Getty Images
Public service announcements designed to reduce binge drinking in college students may actually lead them to drink more.
A new study found that anti-alcohol PSAs that use guilt or shame to make their point may actually have the opposite effect, according to an article in AdAge.
The five-part study, conducted by Northwestern University's Kellogg School of Management, was based on interviews with 1,200 undergraduate students who were shown ads that demonstrate the personal consequences of binge drinking.
One of the ads depicts a young woman hugging the toilet, with the headline "Best night of my life." Another shows a young woman face down in a bathroom stall holding a beer, and is titled "This isn't what they meant by 'on-campus accommodation'."
Kellogg marketing professor Nidhi Agrawal tells AdAge, people who are already feeling guilt or shame resort to "defensive processing" when confronted with more of either emotion, and tend to disassociate themselves with whatever they're being shown to lessen those emotions.
Agrawal says the viewer doesn't even have to be feeling ashamed about drinking to make the ads ineffective.
"If you're talking to a student about cheating on an exam, and one of these ads comes up, you can bet they are headed straight to the bar," she tells AdAge.
The study, to be published later this year in the Journal of Marketing Research, could have significant ramifications, since the shaming, personal consequence approach to PSAs is also common with ads focused on smoking, steroid use and sexually transmitted diseases, according to AdAge.
Agrawal says she has two suggestions for those who make PSAs. First, ads should be placed in more positive surroundings, such as TV sitcoms or positive magazine articles, so they have a better chance at appealing to their audience, versus those placed in tense or negative surroundings. Second, she suggests anti-alcohol messages would be more effective if they focused on avoiding situations that lead to binge drinking, rather than on consequences of the behavior itself.
"It's important that the messages be toned down and as positive as possible," she tells the magazine.
Related: Binge Drinking











ReaderComments (Page 1 of 1)
3-10-2010 @ 7:10AM
rebe said...People who drink too much don't think they have a problem. It's the kind of people that think up these ads that have a problem: They don't get it. There's a program for you, too.
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3-10-2010 @ 11:09AM
Simzee said...Go have some more "Liquid Courage". The "truth" will then come out.
3-10-2010 @ 7:31AM
getalife said...If these stupid college kids want to drink themselves to death, then let them. No PSA or talk with them is going to change their minds if they really want to drink. If they end up killing themselves because of it, oh well it's their fault.
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3-10-2010 @ 8:03AM
GordonR said...Of course they don't work, if yo want to drink and get drunk you will an ad will not stop you no matter how bad it looks. I am an addict/alcoholic and nothing stopped me until I was ready to stop and believe me that took alot. I will say to anyone caugjt up in alcoholism or any addiction there is HOPE, you can get past it and stay that way, I did and it is awesome. www.gordonrouston.com my book tells the story of the progression of alcoholism, "MY MIND HAS A MIND OF ITS OWN." Check it out.
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3-10-2010 @ 9:43AM
Dwe said...Trust me i started drinking in school until 1 year ago 30 years of drinking. And now they have to take most of my insides out and wear a bag dumb ass.and i my not live thru the surgery this might be my last post i dont know? I wish i could have quit a long time ago look at all that I have hurt. my family, and friends. IT is not worth it then or now. Peace and beleve in yourself . After a night of good time. Then sickness then ask for help it hurts trust me.
3-10-2010 @ 8:34AM
gs said...teens are smart - they know everyone lies to them - we sit and buy off on obamas bush policies and tell teens drinking is bad for them - then we go have a six pack (not abs) - so teens know drinking is good - dah?
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3-10-2010 @ 10:18AM
Angiebaby said...The best way to teach someone to drink less or in moderation? Experience. Nothing, and I mean NOTHING, makes you not want to wake up with your head in the can like, well... waking up a few times with your head in the can.
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3-10-2010 @ 9:15AM
lizwith4boys said...As parents, haven't we already learned this lesson? How come high-fee marketers are so behind the times? Want the ads to be effective? Focus on what teens care about ..popularity, peer acceptance and looks. Not that all teens are shallow, these items just top their list at this age. Some ideas...show how:
- pot/cigarette smoke colors your teeth
- how drug use makes your skin sallow
- drinking beer makes you fat
- smoking cuts an athlete's wind
- drug abuse makes you sound stupid
NOW you'll have them listening!
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3-10-2010 @ 10:26AM
Dan said...Only way to discourage binge drinking is to educate young people about the dangers of irresponsible drinking as well as the very real danger of alcohol poisoning. No guilt tripping. No shaming. Just good factual information.
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3-10-2010 @ 11:15AM
pd39 said...No surprise here.
When I smoked, every stop-smoking ad made me light up. And there were so many of them. I actually went from less than one pack a day to almost three packs a day because of the constant nag nag nag.
When I decide to quit I did, but it way MY decision! And I still hate from the bottom of my heart the constant nag nag nag of the lying azzed anti-smoking a-holes. 90% of what they say is pure BS straight out of the bulls mouth.
Same with drinking. I cut back when I decided it was time, not because some jerk off felt he/she had the right to run my life.
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3-10-2010 @ 10:51AM
placedorders said...These adds are a waste of money. It's like telling people not tyo steal. If your honest, no problem. If you want to steal you laugh at the dumb add. I'm 55. I remember drug edcuation in Jr high school. We had to learn the drug name, street names used for each, the effect etc. Tough my what to buy, what to ask for and what to expect. That was a good use of public money. And yes we sat through the movie where some person smoked a joint and went off and shot a friend because he was on a trip. Anyone using knew it was garbage. From that point on the adds meant nothing. Lies and jokes. As I grew up I found drugs were a waste of time & money. I don't do drugs and I don't drink. That is a choice. I didn't need PSA's or treatment. Same for cigerets. I just stopped somewhere around 1976.
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3-10-2010 @ 11:40AM
AJ said...You all need to RELAX... OR GO DRINK A CUP of STFU!!!!
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3-10-2010 @ 12:40PM
upurs said...psa's do work,but some companies wnat complete results...(complete sobriety)...in fact some of these psa's arecrusading for "prohibition" agains alcohol..!..and that's where it gets suspicious,because these organizations are not telling the people this...for instance....MADD...used to be designed to make our roads safer for drivers...well they have done that...but now they have changed their format....they are now funded by tax dollars and their new format is crusading for "prohibition" and they have arbitrarily enacted laws that are innaccurate..!..THE NHTSA is also behind MADD..and together they are using inaccurate laws to arrest/jail decent americans all across the country for bogus DUI'S..!..these laws have been reviewed by THE GOVERNMENT ACOUNTABILITY OFFICE and have been found to be innacurate..!..also the breath testers that put in cars were never meant for humans to blow in them....also the breath testers that the cops use are innacurate too..!..MADD has become nothing more than an organization to bring in state revenue in behalf of "lies"..go to;motorists(dot)org to read the full story...thank you
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3-10-2010 @ 12:51PM
MSGAM76 said...terry,
that is a very racist thing to say.u only THINK black males commit the most violence, or commit the most crime b/c thats what the media shows the most. im not saying that black males never do wrong..... but white males aint no angels themselves!!!! they commit crime and are violent too. s**t, just 5 min. ago i saw on the news A WHITE MAN goes to jail for nearly KILLING his 4month old daughter. shes in critical condition. then right after that, another WHITE MAN meets a young girl threw facebook, and admits to police that he KILLED her!!!! so its NOT just a black thing!!! OH, in case yur wondering....im NOT black, just very sensitive towards racism.
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3-10-2010 @ 12:52PM
upurs said...if you enjy alcoholic beverages and you know people who were wrongfully charged with a DUI,then go to; motorists(dot)org ; searc around their sight,they have real news about what MADD is all about and how they have abitrarily enacted laws and are using them to arrest/jail decent amercans all over america..!..the laws that they are using have been proven innacurate by THE GOVERNMENT ACCOUNTABILTY OFFICE...(GAO)...!..MADD has changed,they are no longer looking for safer driving,they are now on a mission to bring back prohibition..and they are now using tax dollars to fund their organization...motorists(dot)org...has all the informatin...it's very interesting what MADD has been up to..!...thank you
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3-10-2010 @ 1:15PM
Gary said...I wish government would stop all so called public service ads. Spending millions on nonsense like this is one reason government is short on money. Let private enterprise handle it, they make products for everything. For example, anti-smoking ads should be done by Nicoderm.
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3-10-2010 @ 2:07PM
Suzanne said...Whether PSA's work is an interesting debate in itself but my problem with this study is the method employed to come to the conclusion. First of all, the adds they described aren't guilt-inducing. I'm sorry but if I woke up on the bathroom floor hungover, I wouldn't feel guilty, I'd just feel stupid. And if you have ever woken up in that position, seeing it portrayed on TV is not going to make you run out and have another drink. The crux of this study, which they don't mention in this article is that they asked the students to think of something that made them feel guilty before they even watched the ad. So who's to say the ad had any effect whatsoever and it wasn't just the original guilt that caused the impulse to drink?
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6-04-2010 @ 2:44AM
Horace Gaims said...A word to men from my experience: I quit drinking when a urologist advised me that I had to choose between going on the wagon and becoming a prime candidate for prostate surgery since alcohol is notorious in the medical profession as a prostate irritant.
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