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The Impact of Anti-Drug Advertising: Perceptions of Middle and High School Students

The Impact of Anti-Drug Advertising: Perceptions of Middle and High School Students Abstract Objectives: To examine the perceived impact of anti-drug advertising on the knowledge, beliefs, attitudes, and behavior pertaining to youth drug use and to evaluate the influence of demographic characteristics, media exposure, and substance use on the likelihood of perceiving a deterrent effect of anti-drug advertisements. Design: Anonymous, self-administered survey. Setting: Urban and suburban public schools. Participants: Eight hundred thirty-seven students in middle and high school (52% suburban, 50% male, 48% white) were studied in group convenience samples. Outcome Measures: Self-report of the impact of anti-drug advertising on knowledge, beliefs, attitudes, and behavior pertaining to drug use. Results: Overall, 83% (95% confidence interval [CI], 80% to 86%) of the student sample was exposed to anti-drug advertising. A majority of these students reported a positive impact of anti-drug advertisements: 92% (95% CI, 89% to 95%) perceived an increase in their knowledge of drugs; 60% (95% CI, 56% to 64%) felt they gained stronger beliefs about the dangers of drugs; 52% (95% CI, 48% to 56%) felt they developed more negative attitudes toward drug users; and 75% (95% CI, 72% to 78%) reported that they had decreased, stopped, or been convinced never to initiate drug use. Multivariate analysis revealed that the non—Sdrug-using, urban, and younger students were most likely to perceive a deterrent impact on behavior. Conclusion: Anti-drug advertising was perceived to have a deterrent effect on self-reported substance use among this population of adolescents.(Arch Pediatr Adolesc Med. 1994;148:1262-1268) References 1. Comerci GD, MacDonald DI. Prevention of substance abuse in children and adolescents . Adolesc Med State Art Rev . 1990;1:127-143. 2. Johnston LD, O'Malley PM, Bachman JG. National Survey Results on Drug Use From Monitoring the Future Study, 1975-1992 . Rockville, Md: National Institute on Drug Abuse; 1993;1:35-71. National Institute of Health publication 93-3597. 3. Durell J, Bukoski W. Preventing substance abuse: the state of the art . Public Health Rep . 1984;99:23-31. 4. The Partnership for a Drug-Free America Program Report . New York, NY: The Partnership for a Drug-Free America; (October) 1992. 5. Goplerud EN, ed. Breaking New Ground for Youth at Risk: Program Summaries . Rockville, Md: Office of Substance Abuse Prevention; 1990. Office of Substance Abuse Prevention technical report 1. 6. Strasburger VC. Prevention of adolescent drug abuse: why 'Just say no' just won't work . J Pediatr . 1989;114:676-681.Crossref 7. MacDonald DI. Just say no. J Pediatr . 1989;114:673-675. 8. DeJong W, Winsten JA. Recommendations for Future Mass Media Campaigns to Prevent Preteen and Adolescent Substance Abuse . Cambridge, Mass: Center for Health Communication, Harvard School of Public Health; 1989:1-8. 9. Gitlin T. On drugs and mass media in America's consumer society . In: Resnick H, Gardner SE, Lorian RP, Marcus CE, eds. Youth and Drugs: Society's Mixed Messages . Rockville, Md: Office for Substance Abuse Prevention; 1990:31-52. Office for Substance Abuse Prevention monograph 6. US Dept of Health and Human Services publication (ADM)90-1689. 10. Schilling RF, McAlister AL. Preventing drug use in adolescents through media interventions . J Consult Clin Psychol . 1990;58:416-424.Crossref 11. Solomon DS. Health campaigns on television . In: Pearl D, Bouthilet L, Lazar J, eds. Television and Social Behavior: Ten Years of Scientific Progress and Implications for the Eighties . Rockville, Md: National Institute of Mental Health; 1982;2:308-321. 12. Bettinghaus EP. Health promotion and the knowledge–attitude–behavior continuum . Prev Med . 1986;15:475-491.Crossref 13. Strasburger VC. Television and adolescence: sex, drugs, and rock 'n' roll . Adolesc Med State Art Rev . 1990;1:161-194. 14. Johnston LD. Reducing Drug Use in America: A Perspective, a Strategy, and Some Promising Approaches . Ann Arbor, Mich: Institute for Social Research, University of Michigan; (April) 1988:49. Monitoring the Future occasional paper 26. 15. Newcomb MD, Maddahian E, Bentler PM. Risk factors for drug use among adolescents: concurrent and longitudinal analyses . Am J Public Health . 1986; 76:525-531.Crossref 16. Klitzner M, Schwartz RH, Gruenwald P, Blasinsky M. Screening for risk factors for adolescent alcohol and drug use . AJDC . 1987;141:45-49. 17. Newcomb MD, Maddahian E, Skager R, Bentler PM. Substance abuse and psychosocial risk factors among teenagers: associations with sex, age, ethnicity, and type of school . Am J Drug Alcohol Abuse . 1987;13:413-433.Crossref 18. Needle R, Su S, Doherty W, Lavee Y, Brown P. Familial, interpersonal, and intrapersonal correlates of drug use: a longitudinal comparison of adolescents in treatment, drug-using adolescents not in treatment, and non-drug-using adolescents . Int J Addict . 1988;23:1211-1240. 19. Skager R, Fisher DG. Substance use among high school students in relation to school characteristics . Addict Behav . 1989;14:129-138.Crossref 20. 1988-1989 Survey of Substance Abuse Among Maryland Adolescents . Baltimore: Maryland Dept of Health and Mental Hygiene Addictions Services Administration; 1989:27-61. 21. Flay BR, Sobel JL. The role of mass media in preventing adolescent substance abuse . In: Glynn TJ, Leukefeld CG, Ludford JP. Preventing Adolescent Drug Abuse: Intervention Strategies . Rockville, Md: National Institute of Drug Abuse; 1983:5-35. National Institute of Drug Abuse research monograph 47. US Dept of Health and Human Services publication (ADM)83-1280. 22. Fejer D, Smart RG, Whitehead PC, LaForest L. Sources of information about drugs among high school students . Public Opinion Q . 1971;35:235-241.Crossref 23. Sheppard MA. Sources of information about 'drugs.' J Drug Educ . 1980;10: 257-262.Crossref 24. Mirzaee E, Kingery PM, Pruitt BE. Sources of drug information among adolescent students . J Drug Educ . 1991;21:95-106.Crossref 25. Hamburg B, Pierce C. Introductory comments . In: Pearl D, Bouthilet L, Lazar J, eds. Television and Social Behavior: Ten Years of Scientific Progress and Implications for the Eighties . Rockville, Md: National Institute of Mental Health; 1982;2:288-290. 26. Resnick MD. Study group report on the impact of televised drinking and alcohol advertising on youth . J Adolesc Health Care . 1990;11:25-30.Crossref 27. Gerber G, Gross L, Morgan M, Signorelli N. Special report: health and medicine on television . N Engl J Med . 1981;305:901-904.Crossref 28. Atkin CK. Effects of televised alcohol messages on teenage drinking patterns . J Adolesc Health Care . 1990;11:10-24.Crossref 29. Strasburger VC. Children, adolescents, and television . Pediatrics . 1989;83:446-448. 30. Hewitt LE, Blane HT. Prevention through mass media communication . In: Miller PM, Nirenberg TD, eds. Prevention of Alcohol Abuse . New York, NY: Plenum Press; 1984:281-323. 31. Delaney R. Florida Study Looks at Effects of Media Messages . Rockville, Md: Information and Feature Service, National Institute of Alcohol Abuse and Alcoholism ; 1981:5. 32. Seventh Special Report to US Congress on Alcohol and Health . Rockville, Md: National Institute on Alcohol Abuse and Alcoholism; 1990:231. US Dept of Health and Human Services publication (ADM)90-1656. 33. Brecher EM. Licit and Illicit Drugs . Boston, Mass: Little Brown & Co Inc; 1972: 521-527. 34. Kinder BN. Attitudes toward alcohol and drug abuse: experimental data, mass media research, and methodological considerations . Int J Addict . 1975;10: 1035-1054. 35. Flay BR, deTecco D, Schlegel RD. Mass media in health promotion: an analysis using an extended information-processing model . Health Educ Q . 1980;7: 127-147.Crossref 36. Kinder BN. Pape NE, Walfish S. Drug and alcohol education programs: a review of outcome studies . Int J Addict . 1980;15:1035-1054. 37. O'Keefe MT. The anti-smoking commercials: a study of television's impact on behavior. Public Opinion Q. 1971;35:242-248.Crossref 38. Dembo R, Miran M, Babst DV, Schmeidler J. The believability of the media as sources of information on drugs . Int J Addict . 1977;12:959-969. 39. Gerber G. Stories that hurt: tobacco, alcohol, and other drugs in the mass media . In: Resnick H, Gardner SE, Lorian RP, Marcus CE, eds. Youth and Drugs: Society's Mixed Messages . Rockville, Md: Office for Substance Abuse Prevention; 1990:53-127. Office of Substance Abuse Prevention monograph 6. US Dept of Health and Human Services publication (ADM)90-1689. 40. Moskowitz JM. Preventing adolescent substance abuse through drug education . In: Glynn TJ, Leukefeld CG, Ludford JP. Preventing Adolescent Drug Abuse: Intervention Strategies . Rockville, Md: National Institute of Drug Abuse; 1983: 233-249. National Institute of Drug Abuse research monograph 47. US Dept of Health and Human Services publication (ADM)83-1280. 41. The MEE Report: Reaching the Hip-Hop Generation. Philadelphia , Pa: Motivational Educational Entertainment (MEE) Productions Inc and The Robert Wood Johnson Foundation ; 1992:10-92. 42. Skirrow J. Influencing adolescent lifestyle: the role of mass media. Drug Alcohol Depend. 1987;20:21-26.Crossref http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Archives of Pediatrics & Adolescent Medicine American Medical Association

The Impact of Anti-Drug Advertising: Perceptions of Middle and High School Students

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References (30)

Publisher
American Medical Association
Copyright
Copyright © 1994 American Medical Association. All Rights Reserved.
ISSN
1072-4710
eISSN
1538-3628
DOI
10.1001/archpedi.1994.02170120024004
Publisher site
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Abstract

Abstract Objectives: To examine the perceived impact of anti-drug advertising on the knowledge, beliefs, attitudes, and behavior pertaining to youth drug use and to evaluate the influence of demographic characteristics, media exposure, and substance use on the likelihood of perceiving a deterrent effect of anti-drug advertisements. Design: Anonymous, self-administered survey. Setting: Urban and suburban public schools. Participants: Eight hundred thirty-seven students in middle and high school (52% suburban, 50% male, 48% white) were studied in group convenience samples. Outcome Measures: Self-report of the impact of anti-drug advertising on knowledge, beliefs, attitudes, and behavior pertaining to drug use. Results: Overall, 83% (95% confidence interval [CI], 80% to 86%) of the student sample was exposed to anti-drug advertising. A majority of these students reported a positive impact of anti-drug advertisements: 92% (95% CI, 89% to 95%) perceived an increase in their knowledge of drugs; 60% (95% CI, 56% to 64%) felt they gained stronger beliefs about the dangers of drugs; 52% (95% CI, 48% to 56%) felt they developed more negative attitudes toward drug users; and 75% (95% CI, 72% to 78%) reported that they had decreased, stopped, or been convinced never to initiate drug use. Multivariate analysis revealed that the non—Sdrug-using, urban, and younger students were most likely to perceive a deterrent impact on behavior. Conclusion: Anti-drug advertising was perceived to have a deterrent effect on self-reported substance use among this population of adolescents.(Arch Pediatr Adolesc Med. 1994;148:1262-1268) References 1. Comerci GD, MacDonald DI. Prevention of substance abuse in children and adolescents . Adolesc Med State Art Rev . 1990;1:127-143. 2. Johnston LD, O'Malley PM, Bachman JG. National Survey Results on Drug Use From Monitoring the Future Study, 1975-1992 . Rockville, Md: National Institute on Drug Abuse; 1993;1:35-71. National Institute of Health publication 93-3597. 3. Durell J, Bukoski W. Preventing substance abuse: the state of the art . Public Health Rep . 1984;99:23-31. 4. The Partnership for a Drug-Free America Program Report . New York, NY: The Partnership for a Drug-Free America; (October) 1992. 5. Goplerud EN, ed. Breaking New Ground for Youth at Risk: Program Summaries . Rockville, Md: Office of Substance Abuse Prevention; 1990. Office of Substance Abuse Prevention technical report 1. 6. Strasburger VC. Prevention of adolescent drug abuse: why 'Just say no' just won't work . J Pediatr . 1989;114:676-681.Crossref 7. MacDonald DI. Just say no. J Pediatr . 1989;114:673-675. 8. DeJong W, Winsten JA. Recommendations for Future Mass Media Campaigns to Prevent Preteen and Adolescent Substance Abuse . Cambridge, Mass: Center for Health Communication, Harvard School of Public Health; 1989:1-8. 9. Gitlin T. On drugs and mass media in America's consumer society . In: Resnick H, Gardner SE, Lorian RP, Marcus CE, eds. Youth and Drugs: Society's Mixed Messages . Rockville, Md: Office for Substance Abuse Prevention; 1990:31-52. Office for Substance Abuse Prevention monograph 6. US Dept of Health and Human Services publication (ADM)90-1689. 10. Schilling RF, McAlister AL. Preventing drug use in adolescents through media interventions . J Consult Clin Psychol . 1990;58:416-424.Crossref 11. Solomon DS. Health campaigns on television . In: Pearl D, Bouthilet L, Lazar J, eds. Television and Social Behavior: Ten Years of Scientific Progress and Implications for the Eighties . Rockville, Md: National Institute of Mental Health; 1982;2:308-321. 12. Bettinghaus EP. Health promotion and the knowledge–attitude–behavior continuum . Prev Med . 1986;15:475-491.Crossref 13. Strasburger VC. Television and adolescence: sex, drugs, and rock 'n' roll . Adolesc Med State Art Rev . 1990;1:161-194. 14. Johnston LD. Reducing Drug Use in America: A Perspective, a Strategy, and Some Promising Approaches . Ann Arbor, Mich: Institute for Social Research, University of Michigan; (April) 1988:49. Monitoring the Future occasional paper 26. 15. Newcomb MD, Maddahian E, Bentler PM. Risk factors for drug use among adolescents: concurrent and longitudinal analyses . Am J Public Health . 1986; 76:525-531.Crossref 16. Klitzner M, Schwartz RH, Gruenwald P, Blasinsky M. Screening for risk factors for adolescent alcohol and drug use . AJDC . 1987;141:45-49. 17. Newcomb MD, Maddahian E, Skager R, Bentler PM. Substance abuse and psychosocial risk factors among teenagers: associations with sex, age, ethnicity, and type of school . Am J Drug Alcohol Abuse . 1987;13:413-433.Crossref 18. Needle R, Su S, Doherty W, Lavee Y, Brown P. Familial, interpersonal, and intrapersonal correlates of drug use: a longitudinal comparison of adolescents in treatment, drug-using adolescents not in treatment, and non-drug-using adolescents . Int J Addict . 1988;23:1211-1240. 19. Skager R, Fisher DG. Substance use among high school students in relation to school characteristics . Addict Behav . 1989;14:129-138.Crossref 20. 1988-1989 Survey of Substance Abuse Among Maryland Adolescents . Baltimore: Maryland Dept of Health and Mental Hygiene Addictions Services Administration; 1989:27-61. 21. Flay BR, Sobel JL. The role of mass media in preventing adolescent substance abuse . In: Glynn TJ, Leukefeld CG, Ludford JP. Preventing Adolescent Drug Abuse: Intervention Strategies . Rockville, Md: National Institute of Drug Abuse; 1983:5-35. National Institute of Drug Abuse research monograph 47. US Dept of Health and Human Services publication (ADM)83-1280. 22. Fejer D, Smart RG, Whitehead PC, LaForest L. Sources of information about drugs among high school students . Public Opinion Q . 1971;35:235-241.Crossref 23. Sheppard MA. Sources of information about 'drugs.' J Drug Educ . 1980;10: 257-262.Crossref 24. Mirzaee E, Kingery PM, Pruitt BE. Sources of drug information among adolescent students . J Drug Educ . 1991;21:95-106.Crossref 25. Hamburg B, Pierce C. Introductory comments . In: Pearl D, Bouthilet L, Lazar J, eds. Television and Social Behavior: Ten Years of Scientific Progress and Implications for the Eighties . Rockville, Md: National Institute of Mental Health; 1982;2:288-290. 26. Resnick MD. Study group report on the impact of televised drinking and alcohol advertising on youth . J Adolesc Health Care . 1990;11:25-30.Crossref 27. Gerber G, Gross L, Morgan M, Signorelli N. Special report: health and medicine on television . N Engl J Med . 1981;305:901-904.Crossref 28. Atkin CK. Effects of televised alcohol messages on teenage drinking patterns . J Adolesc Health Care . 1990;11:10-24.Crossref 29. Strasburger VC. Children, adolescents, and television . Pediatrics . 1989;83:446-448. 30. Hewitt LE, Blane HT. Prevention through mass media communication . In: Miller PM, Nirenberg TD, eds. Prevention of Alcohol Abuse . New York, NY: Plenum Press; 1984:281-323. 31. Delaney R. Florida Study Looks at Effects of Media Messages . Rockville, Md: Information and Feature Service, National Institute of Alcohol Abuse and Alcoholism ; 1981:5. 32. Seventh Special Report to US Congress on Alcohol and Health . Rockville, Md: National Institute on Alcohol Abuse and Alcoholism; 1990:231. US Dept of Health and Human Services publication (ADM)90-1656. 33. Brecher EM. Licit and Illicit Drugs . Boston, Mass: Little Brown & Co Inc; 1972: 521-527. 34. Kinder BN. Attitudes toward alcohol and drug abuse: experimental data, mass media research, and methodological considerations . Int J Addict . 1975;10: 1035-1054. 35. Flay BR, deTecco D, Schlegel RD. Mass media in health promotion: an analysis using an extended information-processing model . Health Educ Q . 1980;7: 127-147.Crossref 36. Kinder BN. Pape NE, Walfish S. Drug and alcohol education programs: a review of outcome studies . Int J Addict . 1980;15:1035-1054. 37. O'Keefe MT. The anti-smoking commercials: a study of television's impact on behavior. Public Opinion Q. 1971;35:242-248.Crossref 38. Dembo R, Miran M, Babst DV, Schmeidler J. The believability of the media as sources of information on drugs . Int J Addict . 1977;12:959-969. 39. Gerber G. Stories that hurt: tobacco, alcohol, and other drugs in the mass media . In: Resnick H, Gardner SE, Lorian RP, Marcus CE, eds. Youth and Drugs: Society's Mixed Messages . Rockville, Md: Office for Substance Abuse Prevention; 1990:53-127. Office of Substance Abuse Prevention monograph 6. US Dept of Health and Human Services publication (ADM)90-1689. 40. Moskowitz JM. Preventing adolescent substance abuse through drug education . In: Glynn TJ, Leukefeld CG, Ludford JP. Preventing Adolescent Drug Abuse: Intervention Strategies . Rockville, Md: National Institute of Drug Abuse; 1983: 233-249. National Institute of Drug Abuse research monograph 47. US Dept of Health and Human Services publication (ADM)83-1280. 41. The MEE Report: Reaching the Hip-Hop Generation. Philadelphia , Pa: Motivational Educational Entertainment (MEE) Productions Inc and The Robert Wood Johnson Foundation ; 1992:10-92. 42. Skirrow J. Influencing adolescent lifestyle: the role of mass media. Drug Alcohol Depend. 1987;20:21-26.Crossref

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Archives of Pediatrics & Adolescent Medicine – American Medical Association

Published: Dec 1, 1994

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