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首页> 外文期刊>Journal of health communication >Adolescents' responses to anti-tobacco advertising: exploring the role of adolescents' smoking status and advertisement theme.
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Adolescents' responses to anti-tobacco advertising: exploring the role of adolescents' smoking status and advertisement theme.

机译：青少年对反烟草广告的反应：探讨青少年吸烟状况和广告主题的作用。

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摘要

Anti-smoking media directed at adolescents use many different message themes, but little evidence exists as to which is most effective. Additionally, little is known about how teens who smoke respond to anti-tobacco ads. This study examined smoking and nonsmoking adolescents' responses to three popular thematic approaches: (1) endangering others, (2) negative life circumstances, and (3) industry manipulation. Sixteen groups of high school students (total N=488) were randomly assigned in a balanced fashion to one of three anti-tobacco ad conditions or a control condition. Outcome variables included adolescents' immediate emotional and cognitive responses, and intentions to smoke. Adolescents exposed to negative life circumstances ads reported lower intentions to smoke than those exposed to control and industry manipulation ads. Additionally, adolescents' responses differed based on smoking status. Smokers liked the ads less and had fewer positive and more negative thoughts. Findings suggest a media campaign focusing on negative life circumstances can be an effective component of a tobacco control program aimed at adolescents. Mechanisms through which the negative life circumstances ads influence adolescents' intentions to smoke are discussed. Findings also suggest that smokers respond differently to anti-tobacco ads, and their responses need to be considered when developing effective anti-tobacco advertising campaigns.
机译：针对青少年的反吸烟媒体使用了许多不同的信息主题，但是很少有证据表明哪种是最有效的。此外，对于吸烟的青少年如何应对反烟草广告知之甚少。这项研究调查了吸烟和不吸烟青少年对三种流行主题方法的反应：（1）危害他人，（2）不良生活环境和（3）行业操纵。将16组高中生（总N = 488）以平衡的方式随机分配到三种抗烟草广告条件或对照条件之一。结果变量包括青少年的即时情绪和认知反应以及吸烟意愿。接触不良生活环境广告的青少年比接触控制和行业操纵广告的青少年吸烟意愿更低。此外，青少年的反应因吸烟状况而异。吸烟者对广告的喜爱程度较低，正面和负面想法也较少。调查结果表明，针对不良生活环境的媒体宣传活动可以成为针对青少年的烟草控制计划的有效组成部分。讨论了负面生活环境广告影响青少年吸烟意愿的机制。研究结果还表明，吸烟者对反烟草广告的反应不同，在开展有效的反烟草广告活动时需要考虑他们的反应。

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