AN INVESTIGATION OF DIFFERENCES BETWEEN COLLEGE STUDENT INTERPRETATIONS OF ALCOHOL PRODUCT AND ALCOHOL MODERATION PRINT ADVERTISEMENTS

Since the 1990s, the alcohol industry has developed its own alcohol moderation advertising to combat the rising criticism about the industry's marketing and advertising practices. Today, many brewers and distillers promote "drink responsibly." This manuscript reported the results of a...

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Bibliographic Details
Published inAmerican Academy of Advertising. Conference. Proceedings p. 188
Main Author Roznowski, JoAnn L
Format Conference Proceeding
LanguageEnglish
Published Lubbock American Academy of Advertising 01.01.2005
Subjects
Advertisements
Advertising
Alcohol
Alcoholic beverages
College students
Consumer behavior
Credibility
Experiments
Hypotheses
Investigations
Marketing
Studies
United States > US
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Summary:Since the 1990s, the alcohol industry has developed its own alcohol moderation advertising to combat the rising criticism about the industry's marketing and advertising practices. Today, many brewers and distillers promote "drink responsibly." This manuscript reported the results of an experiment that was conducted to investigate whether or not interpretations of advertisements containing a "drink responsibly" message are different from interpretations of traditional, product-oriented advertising messages. The theoretical framework for the experiment was derived from the organizational communication theory of strategic ambiguity. In essence, strategic ambiguity develops through a combination of source, message and receiver factors. In this context, organizations have multiple goals to accomplish and multiple targets to influence with the same message. There are four primary outcomes associated with strategically ambiguous messages: diversity in message interpretation, consensus in bottom-line attitudinal outcomes, facilitation of change through shifting interpretations, and deniability.
ISSN:0883-2404