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The article involves an experiment that was conducted on 204 university students in order to see their reaction to anti-alcohol consumption ads. The result was that students drinking and social orientation had played a big part in determining if their social desirability would take place. The students that had watched the anti-alcohol ads were less likely to drink than those who had not watched the ads.
2. Atkinson, Joshua. Conceptualizing global justice audiences of alternative media: the need for power and ideology in performance paradigms of audience research. "Communication Review". 2005. Pages 137-157...
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