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Pechmann, C. and E.T. Reibling (2006), "Anti-Smoking Advertisements for Youth: An Independent Evaluation of Health, Counter-Industry, and Industry Approaches," American Journal of Public Health, Volume 96, No. 5 (May), 906-913. article abstract: Objectives. This study used a validated copy test method to examine the effectiveness of eight antismoking ad types representing health, counter-industry, and industry approaches. We tested the hypothesis that health ads about tobacco victims can lower most adolescents’ smoking intent if the ads elicit disgust and anti-industry motivation, rather than fear. We hypothesized null effects for conduct-disordered adolescents due to abnormally low empathy. Methods. Ninth graders from eight California public schools (n=1,725) were randomly assigned to view one of nine videotapes containing a TV show with ads, including a set of similar (prescreened) antismoking ads or control ads. Participants completed baseline measures assessing personality traits and post-exposure measures assessing smoking intentions, feelings, cognitions, and ad evaluations. Results. Ads focusing on young victims suffering from serious tobacco-related diseases elicited disgust, enhanced anti-industry motivation, and reduced smoking intent (vs. control) among all but conduct-disordered adolescents. Counter-industry and industry ads did not significantly lower smoking intent. Conclusions. Sponsors of tobacco use prevention ad campaigns should consider using disease and suffering ads, not just counter-industry ads. Ads should be copy tested before airing.
*Please note that page 7 is a corrected page.
© 2006 by the American Journal of
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