Borzekowski D L, Poussaint A F
Media Center of the Judge Baker Children's Center, Harvard University School of Medicine, Boston, Massachusetts, USA.
Am J Prev Med. 1999 Oct;17(3):181-8. doi: 10.1016/s0749-3797(99)00075-6.
In recent years, anti-violence public service announcements (PSAs) have been broadcast on commercial and cable networks.
This study examined if and how teenagers' demographics and background variables were related to the perceptions of several anti-violence PSAs.
This was a pencil-and-paper survey that had teenagers provide information about their demographics and knowledge of, attitudes about, and experience with violence. Then, teenagers screened and responded to several PSAs, indicating their levels of interest in, comprehension of, credibility given, and perceived effect for each message.
In public school settings, data were collected from a sample of 1,480 urban, suburban, and rural midwestern teenagers.
Interest in, comprehension of, credibility given, and perceived effect of PSAs.
Using bivariate and multivariate analyses, we found significant but weak relationships between teenagers' characteristics and perceptions of anti-violence PSAs.
This study suggests that audience segmentation be based not only on demographics but also on factors specifically related to the presented topic.
近年来，反暴力公益广告已在商业和有线电视网络上播出。
本研究调查了青少年的人口统计学特征和背景变量是否以及如何与对几条反暴力公益广告的认知相关。
这是一项纸笔调查，让青少年提供有关其人口统计学特征以及他们对暴力的了解、态度和经历的信息。然后，青少年观看并回应几条公益广告，表明他们对每条信息的兴趣程度、理解程度、给予的可信度以及感知到的效果。
在公立学校环境中，从1480名中西部城市、郊区和农村青少年的样本中收集数据。
对公益广告的兴趣、理解、给予的可信度和感知到的效果。
使用双变量和多变量分析，我们发现青少年的特征与对反暴力公益广告的认知之间存在显著但微弱的关系。
本研究表明，受众细分不仅应基于人口统计学特征，还应基于与所呈现主题具体相关的因素。
