Citation

Risk, Realism, and Responsibility in Beer Commercials

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Abstract:

When exposed to beer commercials that creatively circumvent the spirit of self-regulatory advertising guidelines by juxtaposing drinking with risky physical activities, participants who drink alcohol perceived them as more realistic than non-drinkers did. The Message Information Processing (MIP) model is applied to illustrate how this perceived realism is part of logical mental processing that reinforces drinking beliefs and behaviors. Drinkers also found the commercials more responsible than non-drinkers, despite some participants believing they had seen people engaging in risky activities while under the influence. A commercial featuring designated driving was viewed as less realistic by drinkers; open-ended comments reveal this may be because in their experience, the use of designated drivers is rare.

Most Common Document Word Stems:

drinker (143), drink (112), commerci (108), beer (106), ad (68), alcohol (63), peopl (63), realism (58), non (47), non-drink (42), advertis (39), realist (35), perceiv (34), particip (33), respons (27), behavior (27), like (26), process (26), social (26), activ (25), may (24),
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Association:
Name: Association for Education in Journalism and Mass Communication
URL:
http://www.aejmc.org


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URL: http://citation.allacademic.com/meta/p519555_index.html
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MLA Citation:

Zwarun, Lara. "Risk, Realism, and Responsibility in Beer Commercials" Paper presented at the annual meeting of the Association for Education in Journalism and Mass Communication, Renaissance Grand & Suites Hotel, St. Louis, MO, Aug 10, 2011 <Not Available>. 2014-11-25 <http://citation.allacademic.com/meta/p519555_index.html>

APA Citation:

Zwarun, L. , 2011-08-10 "Risk, Realism, and Responsibility in Beer Commercials" Paper presented at the annual meeting of the Association for Education in Journalism and Mass Communication, Renaissance Grand & Suites Hotel, St. Louis, MO Online <PDF>. 2014-11-25 from http://citation.allacademic.com/meta/p519555_index.html

Publication Type: Conference Paper/Unpublished Manuscript
Review Method: Peer Reviewed
Abstract: When exposed to beer commercials that creatively circumvent the spirit of self-regulatory advertising guidelines by juxtaposing drinking with risky physical activities, participants who drink alcohol perceived them as more realistic than non-drinkers did. The Message Information Processing (MIP) model is applied to illustrate how this perceived realism is part of logical mental processing that reinforces drinking beliefs and behaviors. Drinkers also found the commercials more responsible than non-drinkers, despite some participants believing they had seen people engaging in risky activities while under the influence. A commercial featuring designated driving was viewed as less realistic by drinkers; open-ended comments reveal this may be because in their experience, the use of designated drivers is rare.


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Studying the participation of non-state actors in policy-processes using qualitative social network analysis


 
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