Psas: a means for influencing college-aged young adulTs

The over-consumption of alcohol by college-aged adults continues to be a societal problem. This study analyzed the effect of Public Service Announcements (PSAs) designed to counteract alcohol advertisements on the behavior of college-aged consumers of alcohol. The researcher conducted a review of the literature as a means of discussing the issue. The aim of this research was to find the most effective means for discouraging alcohol overconsumption, specifically binge drinking, in college-aged adults, and for encouraging the responsible use of alcohol. The researcher examined media elements in relation to two theoretical frameworks as a means of conducting the research. This research contributes to continuing research efforts that recognize the need for PSAs to produce effective behavioral changes among young adult audiences. The alcohol industry has reached billions of consumers—many of them college-aged adults—with the assistance of advertising corporations. It is of crucial importance that social marketing groups also employ advertising techniques through public service announcements (PSAs) to counteract the messages conveyed by alcohol advertisements. These pro-health campaigns, however, often face an uphill battle, since sporting and music events that attract large numbers of young adults are often sponsored by alcoholicbeverage companies (Andsager, Austin, & Pinkleton, 2001; Wagenaar, Toomey, & Lenk, 2004). The previous information has allowed this researcher to, thus, present the question of how has alcohol-related public service announcements (PSAs) have been effective in inciting a behavioral change among college-aged young adult consumers of alcohol?