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消息的内容和结构特征，这些内容在反马里亚阿纳公共服务公告中使用时（PSAS）减轻青少年的大麻使用意图和启动。已经创建和播出了数百种反马里胡瓦PSA，它们的血统至少可以追溯到Refer Madness时代。今天，这条长线的最新行程持续在广告中，由于吸毒而将大脑比作炸鸡蛋（“这是您的毒品大脑！”）。这些努力的历史散布着无效的广告和整个运动，这在很大程度上是对科学洞察力的丧失。对过去努力的评估表明，许多人都失败了，这是可以而且必须逆转的一致结果。积极结果的稀缺是可以理解的。科学文献对结合信息的内容和结构特征的坚实指导并不能提高抗马里亚PSA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相互作用的扎实研究，我们在先前的研究中对其进行了广泛的研究。为了开始纠正这些问题，我们提出了一种基于理论的，基于理论的混合方法方法，该方法利用二级数据分析，PSA编码和评估来告知抗大麻通信的发展，这些抗大麻通信有很大机会在所有使用水平上说服青年。我们将测试并确定影响AD接受的信息的内容和结构特征，以及随后的态度和意图，对大麻相关发展的发展，以指导未来的预防努力来指导未来的预防努力，研究旨在实现两个具体目标：1）确定（通过专家编码和次要数据分析）与媒体相关联的媒体和媒体的竞选活动，并与之相关联，该杂物与媒体相关联，该活动的竞选者与众议员相关联，该活动是众多的，该广告群体和次要的竞选活动是众多的，该广告是众议员的境内，该竞选活动是属于的，该特征是众议院的，该竞选活动是众多的，并且是众议院的竞选活动。评估在全国对父母和青年（NSPY）的调查中进行了存档，这是对美国青少年的全国代表性调查，以及2）比较青少年对NYAMC的广告编码与AIM 1召集的专家小组的编码，以实现两个主要目标：评估成年专业编码者和个人代表性的Ads Adsects of Adseps的社区和差异；而且，更重要的是，确定青少年法官对各种广告特征的编码及其对其编码广告的总体评估（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改变相关的内容和结构特征来指导下一代反马里亚人PSA的开发，并将证明这些因素的年轻人具有不同用户状态的因素的不同效果。