In this fully revised and updated Fourth Edition, Rice and Atkin provide readers with a comprehensive and contemporary look into the field of public communication campaigns. The volume begins with a theoretical and historical overview of public communication campaigns, which generally aim to promote non-commercial benefits to individuals or society. The contributors then explore methods and models of designing, implementing, and evaluating campaigns in depth. Topics examined include a range of recent, intriguing, and controversial campaigns such as AIDS prevention, skin cancer, organ donation, and ocean sustainability. The contributors also explore a variety of recent campaign dimensions including community-oriented campaigns, entertainment-education campaigns, digital games, mobile technology, and social media. Public Communication Campaigns, Fourth Edition will be a valuable resource for both students and researchers in the fields of communication, journalism, public relations, mass media, advertising, and public health programs.
Chapter 12: Truth in Advertising: Social Norms Marketing Campaigns to Reduce College Student Drinking
Truth in Advertising: Social Norms Marketing Campaigns to Reduce College Student Drinking
Several studies have demonstrated that most college students believe their peers are drinking much more alcohol on average than is actually the case (Borsari & Carey, 2003; Perkins, Meilman, Leichliter, Cashin, & Presley, 1999). That so many students misperceive campus drinking norms should not be a surprise. Beginning with the film Animal House in 1978, several Hollywood comedies have glorified high-risk drinking on campus and made light of alcohol-related problems. Televised college football and basketball games feature advertising by breweries and other alcohol producers. Even television news reports, which often show images of students doing shots or using ...