Adolescents' responses to cigarette advertisements: links between exposure, liking, and the appeal of smoking (original) (raw)
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Cigarette Advertising and Adolescent Smoking
American Journal of Preventive Medicine, 2010
Background: Although most agree that the association between tobacco marketing and youth smoking is causal, few studies have assessed the specifıcity of this association.
Youths' understandings of cigarette advertisements
Addictive Behaviors, 2009
Aims We explore young ciiildren's attitudes toward, beilefs about, and iifestyle associations witii cigarette smoking using direct and indirect measures. Design, setting and participants Second (r7 = 100) and flftii grade (n=141) eiementary school students (i.e. 7-8 and 10-11-year-oids) were excused Irom ciass and individuaiiy interviewed. Methods Participants seiected pictures in response to the questions: who would iiice to smoke cigarettes the most and who would liice to smoke cigarettes the least.' Their picture choices were probed using open-ended prompts designed to elicit the beiiefs and life-styie associations underlying their choices. Survey-based measures of attitudes and beliefs were also coiiected. Findings Second graders reported iife-style associations with cigarette smoicing that were consistent with those of fifth graders. Whiie their associations with smoking are generally negative, children appear to perceive that others feei that smoking makes them look cool and feel cool and also helps them to lit in. i3y fifth grade, many children believe that smoking can help to reduce stress and alleviate negative mood states. The presence of a smoker in the household does not appear to affect these associations, suggesting that they may be being shaped by external socialization agents. Conclusion Young children appear to be developing understandings of cigarette smoking that go beyond knowing that cigarettes are products thai; are smoked. As some of their perceptions appear likely to predispose them for future experimentation, young children need to be included in prevention research so that age-appropriate interventions can be developed.
Revista Internacional de Investigación en Adicciones, 2015
Introduction: the desire to acquire promotional articles from tobacco companies (receptivity) is a risk factor associated with becoming an established smoker. There is a possibility that the perception of sexual content in tobacco advertising (PCS) may be part of that desire and act as an additional risk factor. Objective: the objective of this study was to determine the influence of receptivity and PCS in the smoking process. Method: in 1998, 1186 high school students were surveyed in order to determine their receptivity and PCS. After three years, 303 of them were followed through a telephone interview in order to correlate their current smoking status with the previously recorded antecedent of receptivity and PCS. Results: 62% of the subjects were receptive and 78% perceived some kind of sexual content in the advertising. Both receptivity and PCS were significantly associated with the probability of becoming an Established Smoker (ES) (OR 2.36 [95%CI 2.36-1.18] and OR 2.56 [1.02-6.42] respectively). Discussion and conclusions: receptivity and PCS are independent risk factors than can cause teenagers to become established smokers.
Journal of Health Communication, 2002
Objectives-To determine the relationship between brand-specific advertising and promotions in convenience stores for Marlboro and Camel cigarettes and choice of usual brand among school students. Design-Cross-sectional survey with merged records of store tobacco advertising and promotions. Setting-United States. Participants-3,890 high school smokers with a usual brand, matched to 196 convenience stores. Main outcome measures-Choice of Marlboro as a usual brand ; choice of Camel as a usual brand. Results-Choice of Marlboro as a usual brand was associated with presence of a Marlboro gift with purchase (p<.001) and a greater brand share of interior (p=.05) and exterior (p=.05) advertising voice for Marlboro. Choice of Camel as a usual brand was associated with a greater share of interior advertising voice for Camel (p<.001) but was unrelated to Camel gift with purchase promotions (p>.05) and negatively associated with a greater share of exterior advertising voice for Camel (p<.001). Conclusions-The results are consistent with the notion that Marlboro-specific advertising and promotions may influence choice of Marlboro as a usual brand to smoke among teens, but results for Camel are mixed and inconclusive. Further research is required to confirm and extend these findings.
How Does Exposure to Cigarette Advertising Contribute to Smoking in Adolescents
Elsevier B.V, 2009
Increased exposure to cigarette advertisements is associated with increases in adolescent smoking but the reasons for this association are not well established. This study evaluated whether self-concept development (operationalized as level of self-conflict) and identifying with the models used in cigarette print advertising contributed to smoking intentions among adolescents. Ninety-five adolescents (ages 11-17) participated in this two session study. In session 1, they rated the extent to which they identified with the models used in 10 current cigarette print ads (the models were isolated digitally from the cigarette advertisements) and their level of self-conflict was assessed. In session 2, participants viewed each of the 10 cigarette advertisements from which the models were drawn and rated their intentions to smoke following exposure to each ad. Model identification was associated with similar levels of post ad exposure smoking intentions for both younger and older adolescents when they also exhibited no self-conflict. A contrasting set of findings emerged for younger and older adolescents when they exhibited high levels of self-conflict: Young adolescents who strongly identified with the models used in cigarette advertisements had higher post ad exposure smoking intentions compared to younger adolescents who weakly identified with the models used in the advertisements; in contrast, older adolescents who weakly identified with the models used in cigarette advertisements had stronger post ad exposure smoking intentions compared to older adolescents who strongly identified with the models used in the advertisements. These results point to the importance of examining developmentally-relevant moderators for the effects of cigarette advertising exposure.
Young Adolescents, Tobacco Advertising, and Smoking
Journal of Drug Education, 2003
Background: In adolescents aged 12–14, we measured attitudes to tobacco advertising. Our purpose is to understand the relation of these attitudes to tobacco use and identify the groups most influenced by the advertising. Methods: Survey of adolescents on Gran Canaria Island, Spain, about aspects of family, school, peers, tobacco consumption, and tobacco advertising. The subjects of the double-stratified cluster sample were 1910 students at the same grade level in 33 schools; 86.6% were 13 or 14 years old, and 51.2% were boys. We generated measures for attitudes to tobacco advertising from replies to seven questions with ordinal scales by an analysis of categorical principal components. To relate attitude to tobacco advertising and the profiles of these adolescents, we used multiple regression and logistic regression models. Results: Attitudes to tobacco advertising are related to some home and school factors, but most significantly to tobacco and alcohol consumption, to amount of ti...
Exposure to Cigarette Advertising and Adolescents' Intentions to Smoke
Oxford University Press, 2008
Objective Increased exposure to cigarette advertisements is associated with increases in adolescent smoking but the reasons for this association are not known. This study evaluated whether the developmental maturity of the self-concept, operationalized as self-conflict, moderated smoking intentions following exposure to cigarette advertisements among adolescents who have never smoked. Methods Eighty-seven adolescents (ages 11-17): (a) completed measures of self-conflict; (b) were exposed to 30 contemporary cigarette advertisements; and (c) rated their intentions to smoke following exposure to each ad. Results Younger adolescents with higher numbers of self-conflicts who also said that cigarette advertising was relevant to them had stronger smoking intentions compared to younger adolescents with lower numbers of self-conflicts after exposure to cigarette advertising. Self-conflict did not play as strong a role with older adolescents. Conclusions Younger adolescents (i.e., middle school aged) who are having the most difficulty figuring out ''who they are'' are most susceptible to the effects of cigarette advertising.
Journal of Advertising, 2003
The tobacco industry indicates that it does not advertise ih magazines that reach a high percentage of young people. To avoid reaching teens, current tobacco industry practice is to use circulation data to assess the number of young people who receive a magazine. Results from the reported study demonstrate that using circulation data is not an accurate method for estimating the size of the teenage audience. The authors analyze readership data from 1998 and construct specific media schedules to examine the extent to which teenagers are reached by popular consumer magazines that contain cigarette advertising. Results reveal that tobacco marketers routinely reach a high percentage of teenagers 12-17 years of age when placing advertisements in popular consumer magazines. D oes cigarette advertising in popular consumer magazines reach a large number of teenagers? This article examines the number of teenagers 12-17 years of age who read magazines containing tobacco advertising. In an era of increased scrutiny and litigation; magazine advertising remains a key element in tobacco company marketing practices. Although studies have shown that tobacco marketers advertise in magazines read by teenagers (Albright et al. 1988; JCing et al. 1998) and that the images appeal to youdis (Altman et al. 1987), there is currently no published work that examines how many teenagers 12-17 years of age are reached by such advertising. Teenagers represent a population at risk with respect to tobacco use. Approximately 43% of high school students have used cigarettes, smokeless tobacco, or cigars in the last 30 days. From 1991 to 1997, smoking prevalence among U.S. high school students rose from 27.5% to 36.4% as measured by smoking one or more cigarettes in the last 30 days (U.S. Department of Health and Human Services 1998a). Recent work indicates that from 1988 to 1996, the incidence of first use of cigarettes increased by 30% and of first daily use by 50% among teenagers 12-17 years of age and that. 74.8% of adults who have ever smoked initiated the behavior before the age of 18 (U.S. Department of Health and Human Services 1998b). Researchers have explored the relationship between teenage smoking and advertising. Several studies conclude that teenagers are sensitive to cigarette advertising and that cigarette advertising is associated with teenage smoking. In a longitudinal study. Pierce and colleagues (1998) conclude that teenagers who are receptive to tobacco advertising are more likely to smoke. Pollay and colleagues (1996) find that the quantity of cigarette brand advertising (share-of-voice)
Assessment of Youth Responses to Anti-Smoking Ads: Description of a Research Protocol
This working paper summarizes the protocol used in a study to determine the characteristics of anti-smoking ads more and less likely to be potentially effective in influencing teenage smoking. The study was conducted as part of the NCI-funded project Youth Smoking and the Media, in order to assist decision-making about how to relate volume of anti-smoking advertising to survey data on teenage smoking. Since it was recognized that different anti-smoking advertisements are likely to have different effects, it was planned to "weight" the media monitoring records of antismoking volume, according to the characteristics of the actual advertisements that were broadcast. The study was designed to determine which ad characteristics were associated with higher teen ratings on standard advertising response scales and which advertisement characteristics were associated with higher rates of recall, thinking about the ad and discussion about the ad at follow-up. The ad rating study described in this working paper employed a sample of 50 anti-smoking ads drawn from US state and national tobacco control programs,