Alcohol counter-advertising and the media: a review of recent research. From: Alcohol Research & Health | Date: January 1, 2002| Author: Agostinelli, Gina; Grube, Joel W. | COPYRIGHT 2002 U.S. Government Printing Office. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan.  All inquiries regarding rights should be directed to the Gale Group.Copyright information

Counter-advertising commonly is used to balance the effects that alcohol advertising may have on alcohol consumption and alcohol-related problems. Such measures can take the form of print or broadcast advertisements (e.g., public service announcements [PSAs]) as well as product warning labels. The effectiveness of both types of counter-advertising is reviewed using the Elaboration Likelihood Model as a theoretical framework. For print and broadcast counter-advertisements, such fact...

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