Borzekowski, D.G., & Poussaint, A.F.(2000). Common themes from the extremes: Using two methodologies to examine adolescents’ perception of anti-violence public service announcement. Journal of Adolescent Health, 26 (3), 164-175.

Abstract: Examined the ways in which adolescents perceive public service announcements (PSAs) in general and, particularly, anti-violence messages. 39 students involved in pro-social programs (mean age 14.7 yrs) and 40 incarcerated adolescents (mean age 15.6 yrs) residing in 4 US cities evaluated 8 PSAs broadcast during 1995, 4 of which concerned violence. In semi-structured interviews Ss provided information concerning their attitudes and experiences with violence, demographic characteristics, and 8 characteristics of PSAs, with data evaluated both quantitatively and qualitatively. Results show that both groups of Ss held similar views concerning the PSAs. Both groups opposed celebrity spokespeople, preferred authentic-looking characters and realistic situations, were confused over abstract concepts and analogies, dismissed messages directed at younger or older audiences, focused on visual aspects, and suggested using graphic images. (PsycINFO Database Record (c) 2004 APA, all rights reserved)