The Effect of Marijuana Scenes in Anti-marijuana Public Service Announcements on Adolescents’ Evaluation of Ad Effectiveness

摘要

This study explored the possible negative impact of a specific ad feature—marijuana scenes—on adolescents’ perception of ad effectiveness. A secondary data analysis was conducted on adolescents’ evaluations of 60 anti-marijuana public service announcements (PSAs) that were a part of national and state anti-drug campaigns directed at adolescents. The major finding of the study was that marijuana scenes in anti-marijuana PSAs negatively affected ad liking and thought valence toward the ads among adolescents who are at higher levels of risk for marijuana use. This negative impact was not reversed in the presence of strong anti-marijuana arguments. The results may be used to partially explain the lack of effectiveness of the anti-drug media campaign. It may also help us design more effective anti-marijuana PSAs by isolating adverse elements in the ads that may elicit boomerang effects in the target population. Limitations of the study and future directions were discussed.