The Risky Business of Binge Drinking Among College Students: Using Risk Models for PSAs and Anti-Drinking Campaigns

To assist creators of public service announcements and anti-drinking campaigns, this study provides an in-depth examination of the risks of binge drinking from the perspective of college students. Using current risk models for guidance, key elements from the qualitative data in the study are addressed, including perceived risks and their severity, vulnerability to risks, self-efficacy, response efficacy, benefits from ritual functions, and other costs or benefits based on students\u27 attitudes and beliefs. An integrated risk perception model is introduced. Student participants enumerated extensive risks; however, they generally felt invulnerable to the consequences. Most adopted a management style of “taking chances” when binge drinking because they perceived a built-in safety net in the college environment. Three ritual functions and various attitudes and beliefs help explain why a cost and benefit analysis favors binge drinking. Recommendations are given

Selling Sin in a Hostile Environment: A Comparison of Ukrainian and American Tobacco Advertising Strategies in Magazines

Given that “sin” products must navigate different regulatory environments, it is important to compare cigarette advertising across cultures. Using text analysis, this study examined the message strategies and the ideological beliefs in cigarette advertising in American and Ukrainian magazines within the context of their different regulatory environments. The messages across the two countries differed in their use of creative appeals to ego, social needs, and sensory pleasure as well as their adherence to regulation. Many of the Ukrainian campaigns were reminiscent of earlier American campaigns and offer unique comparisons of cultures that are at different places historically, economically, and ideologically

Advertising and Culture: Variations on the Theme of Individualism in Korean and American Magazine Advertising

Social scientists regard the U.S. and the Republic of Korea as countries with opposing cultural values. Given this contrast, the advertising of each culture is expected to differ. An examination of magazine advertising indicates that American ads strongly express the individualistic culture; however, the Korean ads not only express collectivistic ideas but individualistic ones as well. Although this phenomenon is not entirely surprising given the strength of Western influence, Korean individualistic messages are different from American individualistic messages. This suggests that expressions of individualism in ads blend with the elements of each culture to produce uniquely different messages .

Service Learning Across the Curriculum: A Collaboration to Promote Smoking Cessation

This paper focuses on how pedagogy, service, and scholarship can be combined across the advertising curriculum through service learning, which invigorates collaboration among faculty members, student teams, and advertising professionals. The authors demonstrate how service learning projects integrate curricula using a community-based client, ultimately leading to scholarship and professional outcomes. Specifically, this study analyzes the launch of a service learning-based smoking cessation campaign on a Midwest college campus

Regulating Sin Across Cultures

Using text analysis, this study compares the alcohol advertising strategy in Ukraine and the United States within the context of regulatory, historical, cultural, and economic factors. Results showed that Ukrainian magazine ads contained a larger number of violations than the American ads, which complied with the letter of the law, if not the spirit. The message strategies also told different cultural stories that reflect the different ideologies for the two countries, which means that specialized advertising approaches are needed for each country. American ads situate alcohol as part of normal life, whereas Ukrainian ads demonstrate conspicuous consumption and celebrate the change to a market economy. They must not only sell the product but also teach Ukrainians how to be part of the consumer culture

Messages of Individualism in French, Spanish, and American Television Advertising

Individualism is a central value in French, Spanish, and American cultures. However, what it means to be an individual and how this is expressed varies among cultures. This study explores the ways that television advertising reflects individualism in French, Spanish, and American cultures and uses a qualitative approach that allows coding categories to emerge from the three countries\u27 samples rather than imposing previously defined categories from a single culture. The study identifies six main advertising message strategies across the three cultures: the Efficient Individual, the Sensual Individual, the Attractive/Healthy Individual, the Esteemed Individual, the Performant(e) Individual, and the Intellectual Individual. The six strategies vary in frequency with some claims used more than others. Differences within cultures are also identified and implications for the issues of standardization and specialization are discussed

Insights for Prevention Campaigns: The Power of Drinking Rituals in the College Student Experience From Freshman to Senior Year

Using a ritual behavior model and in-depth interviews, this qualitative study examined the role of alcohol in the lives of college students as they transitioned from freshmen to senior year. Key differences in the drinking ritual emerged across the four years, and insights were noted in students\u27 use of alcohol to form a community of friends, to find order in their lives, and to transition from ill-at-ease adolescents to confident adults. A key campaign strategy emerged based on students\u27 desire to avoid being the one who drinks the most or the one who drinks the least

Understanding the Social Gifts of Drinking Rituals: An Alternative Framework for PSA Developers

Binge drinking behavior has been described as the most significant health hazard on college campuses today. Using definitions of ritual behavior drawn from the literature, the authors conducted focus groups, depth interviews, and participant observations to explore the ritualized nature of alcohol beverage consumption among college students at two large universities. The themes that emerged provide an understanding of the rituals associated with college student drinking. With the drinking-as-ritual interpretation as a theoretical framework, the authors discuss how developers of public service announcements (PSAs) could capture and contextualize drinking rituals and thus make PSAs more relevant to the target audience. They provide examples of PSAs that could be tested

Teaching for Social Justice in the Engaged Classroom: The Intersection of Jesuit and Feminist Moral Philosophies

Roll 129. SLU Judo Team. Image 9 of 17. (27 April, 1954) [PHO 1.129.9]The Boleslaus Lukaszewski (Father Luke) Photographs contain more than 28,000 images of Saint Louis University people, activities, and events between 1951 and 1970. The photographs were taken by Boleslaus Lukaszewski (Father Luke), a Jesuit priest and member of the University's Philosophy Department faculty