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Abstract
In the highly debated issue concerning the use of advertising to discourage gang membership, the responses of the gang members and at‐risk youth for whom the ads are intended have been overlooked. This study explores the usefulness of anti‐gang advertising by seeking the opinion of young people living in a gang environment. Participants verbally responded to seven anti‐gang ads created and broadcast by a Fox television network affiliate. Based on participant responses, seven generic advertising strategies were suggested that hold the possibility of creating more effective anti‐gang ads.