Publications

Publication details [#44623]

Atkin, Charles K., Sandi W. Smith and JoAnn Roznowski. 2006. Are "Drink Responsibly" Alcohol Campaigns Strategically Ambiguous? Journal of Health Communication 20 (1) : 1–11.

Publication type

Article in journal

Publication language

English

Keywords

ambiguity | audience | drinking encounter | drug culture | television ad

Place, Publisher

Erlbaum

Annotation

This paper uses the concept of strategic ambiguous messages in exploring viewer responses to brewer-sponsored television ads for "responsible drinking" .