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| Author: | Morgan, S. E. |
| Title: | Associations between Message Features and Subjective Evaluations of the Sensation Value of Antidrug Public Service Announcements |
| Journal: | Journal of Communication
2003 : SEP, VOL. 53:3, p. 512-526 |
| Index terms: | MASS COMMUNICATION ADVERTISING EFFECTIVENESS ADVERTISING RESEARCH |
| Language: | eng |
| Abstract: | In this paper the authors conceptualize message sensation value as the formal and content features (audio, visual, and format) of a message that contribute to subjective message sensation evaluations. The three objectives of this study were (a) to identify message design features that would aid in the development of effective prevention messages targeting high sensation seekers, (b) to develop an objective measure of message sensation value based on formal and content features of messages, and (c) to determine whether high message sensation value messages were associated with higher subjective evaluations of message sensation value. |
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