Anti-Drinking Ads may have Opposite Effect

A new study has shown that Anti Drinking ads, many of which show the negative consequences and/or guilt associated with drinking, may actually be having the opposite effect on students.  It was found that “particularly for individuals already in an emotional state of guilt or shame, the ads could trigger a defensive mindset. The defense essentially allows them to underestimate how vulnerable they are to the consequences, thinking, ‘It only happens to other people.'” (quoted from an article on Live Science).

Some suggestions for more effective ads included messages that discuss how to avoid binge drinking, rather than displaying its negative effects.  You can also read more about the ads in an article on Ad Age.

How do you feel about the ads?  Talk about it in the comments section below!

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Check out the “Anti-Drinking Ads may have Opposite Effect” post on Adam’s Advertising Blog:


One Response

  1. I can see where some students may take this in a defensive way. It is like the DARE program in a way. Did you hear that they are getting rid of that program because studies have proved that it actually teaches kids about drugs and gets them thinking about them? P.S. I love your blog, Adam is it? This blog page is the best blog website I have ever seen!!!

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