Alcoholic Beverage Warnings in Magazine and Television Advertisements

Todd Barlow · Michael S. Wogalter

123 citations0/0 files storedJournal of Consumer Research

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Safety Warnings and Signage Behavioral Health and Interventions Media Influence and Health

Abstract

Two experiments investigated the impact of warnings in mass-media advertising in print (magazine) or broadcast (television) alcoholic beverage ads. Experiment 1 showed that participants exposed to highly conspicuous warnings in print ads performed better on subsequent memory and knowledge tests than those exposed to less conspicuous warnings. Less conspicuous warnings were generally no better than no warnings. In experiment 2, participants viewing broadcast commercials with both-modality warnings generally performed better than those exposed to voice-only or no warnings. Print-only warnings produced performance equivalent to, or in one case lower than, both-modality warnings. Both experiments show that warnings in ads can communicate information if presented in a salient form.

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References

2013Imagery and Verbal Processes 1974The Processing of Information and Structure 1976Communication modality as a determinant of message persuasiveness and message comprehensibility.1989Effects of Cost and Social Influence on Warning Compliance

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