Trends in Recall and Appraisal of Anti-Smoking Advertising Among American Youth: National Survey Results, 1997–2001 (original) (raw)
Related papers
American Journal of Public Health, 2006
Objective. To relate exposure to televised youth smoking prevention advertising to youths' smoking beliefs, intentions, and behaviors. Methods. We obtained commercial television ratings data from 75 US media markets to determine the average youth exposure to tobacco company youth-targeted and parent-targeted smoking prevention advertising. We merged these data with nationally representative school-based survey data (n = 103 172) gathered from 1999 to 2002. Multivariate regression models controlled for individual, geographic, and tobacco policy factors, and other televised antitobacco advertising. Results. There was little relation between exposure to tobacco company-sponsored, youth-targeted advertising and youth smoking outcomes. Among youths in grades 10 and 12, during the 4 months leading up to survey administration, each additional viewing of a tobacco company parent-targeted advertisement was, on average, associated with lower perceived harm of smoking (odds ratio [OR]=0.93; confidence interval [CI] = 0.88, 0.98), stronger approval of smoking (OR = 1.11; CI = 1.03,1.20), stronger intentions to smoke in the future (OR=1.12; CI=1.04,1.21), and greater likelihood of having smoked in the past 30 days (OR=1.12; CI=1.04,1.19). Conclusions. Exposure to tobacco company youth-targeted smoking prevention advertising generally had no beneficial outcomes for youths. Exposure to tobacco company parent-targeted advertising may have harmful effects on youth, especially among youths in grades 10 and 12.
Journal of Applied Social Psychology, 2005
Emotional reactions to anti-smoking advertising (e.g., fear, sadness, anger) may play an important role in promoting smoking-related attitudinal and behavioral change. Overall, 278 youth completed response ratings of 16 different elements of 50 anti-smoking ads made by tobacco-control agencies, tobacco companies, and pharmaceutical companies. Compared with tobacco-control ads, tobacco-company ads were more likely to elicit positive emotions and less likely to elicit negative emotions and to be of interest to youth. Compared with tobacco-control ads, pharmaceutical company ads were less likely to elicit negative emotional responses or cognitively engage youth and more likely to elicit positive emotions. These findings suggest that youth may be unlikely to respond to tobacco-company advertising in ways that may lead to a lower likelihood of smoking.
American Journal on Addictions, 2006
Data on self-reported perceived exposure to pro-smoking messages were collected from 1,608 high school students surveyed through the ASPIRE (A Smoking Prevention Interactive Experience) Program in Houston, Texas, in 2003. Results indicated that high school smoking quitters had approximately twice the odds of perceived exposure to pro-smoking messages as nonsmokers through billboard advertisements (Adjusted Odds Ratio [AOR] ¼ 2.04, 95% CI: 1.09, 3.81), newspapers & magazines (AOR: 1.97, 95% CI: 1.09, 3.56), and movies (AOR: 1.94, 95% CI: 1.03, 3.65). Smoking experimenters marginally perceived more exposure to pro-smoking radio messages (AOR ¼ 1.31, 95% CI: 1.04, 1.67) and billboard advertisements (AOR ¼ 1.28, 95% CI: 1.02, 1.61) compared to nonsmokers. Lastly, current smokers were 1.82 times as likely to report exposure to pro-smoking poster advertisements as nonsmokers (95% CI: 1.19, 2.79, p .05). These findings suggest that experimenters and quitters may pay more attention to smoking advertisements than nonsmokers and current smokers.
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,
Anti-smoking advertising aimed at adolescents
DESCRIPTION Prior research suggests that antismoking advertisement have strong effects on smoking intentions. Thus, I experimentally investigated to check whether antismoking ads have positive effects or not on high school students ranging 15-17 years of age. The study was a field experiment. One hundred students were selected randomly from three high schools and then divided into two major groups; the control group and the experimental group. A series of antismoking ads were applied to experimental group and found that individuals who were exposed to ads have lower intention to smoke, be less likely to smoke, and greater intentions to smoke. Further, the effects of ads were assessed by grade level, socio economic status, and exposure to ads. Results in the present study indicate that adolescents exposed to antismoking ads, versus those who are not exposed, will be less likely to smoke. This indicates the importance of continuing to expose adolescents to antismoking ads as part of a...
2012
Part of the Communication Commons CECCR Working Papers are circulated for discussion and comment purposes. They have not been peer-reviewed. Comments CECCR Working Papers are circulated for discussion and comment purposes. They have not been peer-reviewed. potential targets for a mass media campaign to reduce youth and young adult smoking behavior CECCR Working Papers are circulated for discussion and comment purposes. They have not been peer-reviewed. Introduction Anti-smoking mass media campaigns play an important role in efforts to reduce the prevalence of smoking among youth (12 – 17 year olds) and young adults (18 – 25 year olds) (hereafter collectively referred to as young people). In the recently published Surgeon General's Report on Preventing Tobacco Use Among Youth and Young Adults, the reviewers determined that there was sufficient evidence to conclude that mass media campaigns can prevent the initiation of tobacco use and reduce its prevalence among young people (U.S...
Anti-smoking advertising campaigns targeting youth: case studies from USA and Canada
Tobacco Control, 2000
Objective-To assist in planning antismoking advertising that targets youth. Using five US state campaigns, one US research study, and a Canadian initiative as exemplars, an attempt is made to explain why certain advertising campaigns have been more cost eVective than others in terms of reducing adolescent smoking prevalence. Several factors which prior research and theory suggest may be important to cost eVectiveness are examined. Specifically, three variables pertaining to the advertising message (content, consistency, and clarity) and two variables related to the advertising execution or style (age of spokesperson and depiction of smoking behaviour) are studied. Design-A case study approach has been combined with supplemental data collection and analysis. To assess campaign eVects, published articles and surveys of adolescent smoking prevalence in campaign versus control (non-campaign) locations were utilised. Adolescent subjects provided supplemental data on the advertising message variables. Trained adults content analysed each advertisement to assess the executional variables. Subjects-A total of 1128 seventh grade (age 12-13 years) and 10th grade (age 15-16 years) students participated in the supplemental data collection eVort. Results-An anti-smoking advertising campaign initiated by Vermont researchers was found to be the most cost eVective in that it significantly reduced adolescent smoking prevalence at a low per capita cost. Next in order of cost eVectiveness were California, Massachusetts, and Florida because behavioural outcomes were inconsistent across time and/or grades. California was ranked higher than the other two because it spent less per capita. Minnesota and Canada were ineVective at reducing adolescent smoking prevalence, and no comparison outcome data were available for Arizona. Four factors were found to be associated with increased cost eVectiveness: (1) a greater use of message content that prior research suggests is eYcacious with youth; (2) a more concentrated use of a single eYcacious message; (3) an avoidance of unclear messages; and (4) an increased use of youthful spokespeople that adolescents could more readily identify with. No indication was found that depictions of smoking undermined campaign eVectiveness by inadvertently implying that smoking was prevalent. Conclusions-The highly cost eVective Vermont campaign can be used as a model for future eVorts. It is estimated that 79% of the Vermont advertisements conveyed eYcacious messages, 58% concentrated on a single eYcacious message, 70% showed youthful spokespeople, and only 4% contained unclear messages. The results suggest that, in the less eVective campaigns, as few as 25% of the advertisements contained messages that prior research indicates should be eYcacious with youth, as few as 10% of the advertisements focused on one eYcacious message, and up to 32% of the advertisements lacked clearcut messages. (Tobacco Control 2000;9(Suppl II):ii18-ii31)
2003
Additional Info: The purpose of the First Look Report Series is to provide brief research findings from the National Youth Tobacco Surveys and other tobacco use surveys. The series will cover a wide range of topics including tobacco use behaviors, attitudes and beliefs about tobacco, pro-and counter-tobacco marketing efforts, results of the American Legacy Foundation Initiatives, and other policies and programs related to tobacco use. Keywords: Youth Smoking, Cigarette, tobacco
Longitudinal effects of pro‐tobacco and anti‐tobacco messages on adolescent smoking susceptibility
Nicotine & Tobacco Research, 2006
We examined the longitudinal impact of self-reported exposure to pro-and anti-tobacco media on adolescents' susceptibility to smoking, using in-school surveys from a culturally diverse sample. Ethnicity and acculturation also were examined as potential moderators. Middle-school students (N52,292) completed self-report questionnaires during the 6th, 7th, and 8th grades. Chi-square analyses were conducted to determine whether reported exposure to pro-and anti-tobacco media varied according to ethnicity, acculturation, and immigration status. Logistic regression models were used to examine whether pro-and anti-tobacco media exposure in 6th grade was associated with susceptibility to smoking by later grades. Recall of people smoking in television programs and pro-tobacco advertisements in stores was associated with adolescent smoking susceptibility. Exposure to anti-tobacco advertisements on television protected against susceptibility. No significant interaction effects between pro-and anti-tobacco media exposure on smoking susceptibility were found. Ethnicity and acculturation did not moderate these associations. Our longitudinal study provides evidence that pro-tobacco media and advertising increases susceptibility to smoking over time. More important, anti-tobacco advertisements are not sufficient to reduce the harmful effects of adolescent exposure to pro-tobacco media. Policy-level interventions such as restrictions in tobacco advertising may be necessary to prevent adolescent smoking.
Tobacco Control, 2003
Objective: To compare the similarity in how youth in the United States, Australia, and Britain appraise anti-smoking advertisements with different characteristics. Design: Each participant viewed and evaluated a set of 10 anti-smoking adverts (from an overall total of 50 adverts) in a controlled experimental context using an audience response methodology. A structured telephone interview was completed one week after viewing the adverts, in which recall and engagement with the adverts by participants was evaluated. Subjects: 615 youths who were experimenting with smoking or were susceptible nonsmokers. Main outcome measures: Measures of advert appraisal and engagement. Results: Youth in the United States, Australia, and Britain responded in very similar ways to the same anti-smoking advertisements. In full multivariate models, the target audience of the advert and the advert theme were not related to the main outcome measures employed in this study. However, adverts with visceral negative or personal testimonial executional characteristics were appraised more positively by youths and were more likely to be recalled, thought about, and discussed at follow up one week later. Conclusions: Youths in three different countries responded to anti-smoking advertisements in very similar ways, suggesting that such adverts might be more actively shared among nations. The appraisal of, and engagement with, the anti-smoking adverts, however, varied substantially depending on executional characteristics. In the design of effective anti-smoking adverts, due attention needs to be paid to those characteristics that appear to most engage youth across different social and cultural environments.