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APHA Scientific Session and Event Listing

John L. Fortenberry Jr, PhD, Department of Health Administration, Louisiana State University - Shreveport, One University Place, Shreveport, LA 71115, 318-212-0240, John.Fortenberry@lsus.edu and Peter J. McGoldrick, PhD, Manchester Business School, University of Manchester, Booth Street East, PO Box 88, Manchester, M60 1QD, United Kingdom.

Concerns have long been forwarded regarding billboard advertisements touting alcoholic beverages and other harmful products in black communities and their associated, potentially devastating effects. Such concerns are typically voiced by public health advocates, possessing little more than anecdotal evidence. The authors of this research demonstrate that calls for social responsibility appear to be valid, given recent findings which indicate that black and white perspectives of billboard advertising are very different. To investigate these perspectives, the authors initiated a billboard advertising campaign on behalf of a medical clinic which queried patrons via questionnaire over a 32-day period. From 2380 patrons asked, 1640 participated, yielding a response rate of 68.91%, with whites and blacks accounting for 70.3% and 25.8% of respondents, respectively. It was discovered that blacks (1) were more likely to gain an awareness of products via billboards than whites, (2) were more likely to be informed by billboards than whites, (3) were more likely to be influenced by billboards than whites, and (4) were more likely to possess positive opinions of billboards than whites. The findings indicate that the persuasive effects of billboards are greater in black populations, yielding a double-edged sword. Healthful products promoted via billboards might have a greater impact on blacks than whites, while unhealthful products might do the same. Calls for social responsibility appear to have empirical backing through this study, as the associated content of billboard advertisements appears to have profound implications for black communities given the level of receptiveness discovered.

Learning Objectives: At the conclusion of the session, the participant (learner) in this session will be able to

• Discuss concerns voiced by public health advocates regarding billboard advertisements touting alcoholic beverages and other harmful products in black communities.
• Describe differences associated with receptiveness to billboard advertisements between black and white populations.
• Recognize the validity of calls for social responsibility regarding the content of billboard advertisements in black communities.

Presenting author's disclosure statement:

Not Answered