Research On The Undergraduates’ Attitudes To Different Types Of Anti-binge Drinking Advertising

Recently phenomenon of college drinking is growing, which leads to theincreasingly prominent phenomenon of discipline and law. As a special social group,college students have a higher cultural quality, but because of poor self-control, theyare very susceptible to bad habits, especially alcoholism. The coming issues gainmore and more attention and become a pressing problem. Traditional anti-Bingedrinking advertising don’t function well for curbing drunk driving, and they even mayincrease and encourage drinking and driving behavior. Based on the characteristics ofadvertising information dissemination, the paper presented from a scientific point ofview and explored the influencing the anti-binge drinking advertising on alcoholgroups, thus helping charity organizations to produce more appropriate mediascreening strategies to promote advertising content selecting level, so as to achieveanti-binge drinking goal.The paper came up with a2(to promote focus, prevention focus)×2(gain frame,frame loss)×2(Upward counterfactual thinking, downstream type of counterfactualthinking) experiments, to study the attitudes of different students on different framesof anti-binge drinking advertising.Concluded as follows:1. Anti-binge drinking advertising of prevention focus message have a greaterimpact on subjects with upward counterfactual thinking.2. When the advertising is expressed in gain-frame, the subjects are moresensitive to promotion-focus anti-binge drinking advertising. When the advertising isexpressed in loss-frame, the subjects are more sensitive to prevention-focus anti-bingedrinking advertising.3. Subjects with different type of counterfactual thinking have significantlydifferent attitude on different anti-binge drinking advertising. When the advertising isexpressed in gain-frame, subjects with downward counterfactual thinking are moresensitive to promotion-focus anti-binge drinking advertising; when the advertising isexpressed in loss-frame, subjects with upward counterfactual thinking are moresensitive to prevention-focus anti-binge drinking advertising.According to the researching results, the paper has some suggestions about PSAs as follows. Offer different kind of advertisement to college students with differenttypes of counterfactual thinking. Take gain-/loss-framed message when focusing onpromotion/prevention-focus advertising.