Healthcampaignsaimedatkeepingteensandothersfromdrinking...

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Health campaigns aimed at keeping teens and others from drinking and driving，smoking and other risky behaviors often use shame and guilt to get their messages across. But a new study finds anti－drinking advertisements can actually lead some audiences to increasing binge drinking(酗酒)．

“The situation is worse than wasted money or effort，”said researcher Adam Duhachek.“These ads finally may do more harm than good because they have the potential to cause more of the behavior they're trying to prevent.”

“The conventional wisdom from people who design these ads is，‘If we scare people enough it's always going to be a good thing.’”Duhachek said.“But we've shown there are circumstances where they are not only effective，but cause a strong negative reaction that leads people actually to drinking more than they would if they were exposed to the ads.”

They tested two advertisements that showed the back of a person hugging a toilet bowl(抽水马桶)after a night of drinking. One advertisement，the guilt－inducing one，included information about the negative consequences a person's drinking could have on friends and family，such as causing car accidents. The other shame－inducing advertisement showed what friends and family would see，including watching the drunk person get into a car accident or get arrested.

To work out why the advertisements might increase drinking，the researchers asked participants how likely they thought it was that they and others would suffer the negative consequences of drinking，such as getting into fights or getting sick. Students who saw the advertisements were less likely to think they were at risk than other groups.

In another part of the study，students who had looked at the advertisements tended to rate their friends as being at risk of the negative consequences，but not themselves.

Duhachek's advice：If you want to positively influence drinking，make sure the campaigns convey both the terrible consequences and an inspiring message.“If you're going to try to arouse fear，temper (使缓和)it with the idea that the danger can be avoided，”he said.“It's always best to use a carrot along with the stick.”

32．According to Duhachek，the present anti－drinking advertisements usually ________．

A．are a good use of money and effort

B．lead to the results the designers intended

C．attempt to frighten people out of risky behaviors

D．cause people to feel ashamed and guilty

33．Duhachek supports his argument by ________．

A．telling an interesting story about drinkers　　B．presenting the results of his study

C．describing an accident　　　　　　　　　 D．testing the idea by reasoning

34．Which of the following would Duhachek agree with?

A．Carrots can reduce the negative effects of drinking.

B．Severe punishment should be given to drinkers.

C．Drinkers should attend alcohol－addiction programs.