Please Drink Responsibly! the Effectiveness of Responsibility Messages in Alcohol Product Advertising

Maxim Polonsky, University of Connecticut, USA
Ioannis Kareklas, University of Connecticut, USA
There is no general consensus on the effectiveness of responsibility messages in alcohol advertisements. The aim of the current research is to address the shortcomings in the literature and to investigate the effectiveness of brief warning messages as it relates to presentation modality. In study 1, we content analyzed brief responsibility messages within the product ads for companies promoting alcohol in 2007 on national network and cable television, N=596. Our study 2 experimentally addresses the questions of optimizing placement and format of responsibility messages by manipulating industry-manufactured spots.
[ to cite ]:
Maxim Polonsky and Ioannis Kareklas (2010) ,"Please Drink Responsibly! the Effectiveness of Responsibility Messages in Alcohol Product Advertising ", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 882-883 .