Common themes from the extremes: using two methodologies to examine adolescents' perceptions of anti-violence public...

To determine in what ways adolescents perceive public service announcements (PSAs) in general and, more specifically, anti-violence health messages.

Seventy-nine adolescents who were involved with the issue of violence (39 pro-social, 40 incarcerated) participated. These youth were from four sites (Philadelphia, Pennsylvania, Detroit, Michigan, Albuquerque, New Mexico, and Portland, Oregon) and were chosen at random from a pool recommended by community leaders. First, adolescents were questioned on their demographics and knowledge of, attitudes about, and experience with, violence. Then, adolescents rated eight PSAs on levels of interest, understanding, believability, and perceived effect. In semistructured individual interviews, the adolescents discussed each of the PSAs as well as how health messages can effectively reach young people. We used quantitative and qualitative methodologies to analyze the data.

Adolescents had similar opinions about the presented messages and using PSAs. Across both the pro-social and incarcerated groups, adolescents (a) opposed celebrity spokespeople, (b) preferred authentic-looking characters and realistic situations, (c) dismissed messages directed at either younger or older audiences, (d) confused abstractions, (e) focused on visuals, and (f) suggested using graphic images.

The similarities observed between the pro-social and incarcerated adolescents may arise from the fact that, although the nature of their experience varied, both groups had high levels of issue involvement. From this study, we can make three recommendations for creating messages: (a) use authentic-looking characters in realistic situations; (b) employ simple, visual, and graphic messages; and (c) do formative evaluations with target audiences.