Anti-tobacco Advertisements Research Articles

Adolescents' Responses to Anti-tobacco Advertising: Exploring the Role of Adolescents' Smoking Status and Advertisement Theme

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.

Public health in New York City, 2002-2007: confronting epidemics of the modern era

Long after the leading causes of death in the United States shifted from infectious diseases to chronic diseases, many public health agencies have not established effective policies and programmes to prevent current health problems. Starting in 2002, the New York City health department, an agency with a long history of innovation, undertook initiatives to address chronic disease prevention and control, as well as to modernize methods to address persistent health problems. All the initiatives relied on an expansive use of epidemiology; actions to prevent disease were based on policy change to create health-promoting environments as well as engagement with the health care system to improve its focus on prevention. Examples of policy-based initiatives are: a multi-component tobacco control programme that included a tax increase, a comprehensive smoke-free air law, hard-hitting anti-tobacco advertising and cessation services; elimination of trans fats from restaurants and a mandate that restaurants post-calorie information on menu boards. Examples of health care initiatives are public health 'detailing' to primary care providers, creation of a city-wide diabetes registry and development of a public health-oriented electronic health record. The infrastructure needed by local health departments to prevent chronic diseases and other modern health problems includes strong information technology systems, skillful epidemiology, expertise in communications using modern media, policy-making authority and, most importantly, political support.

How Broadcast Volume and Emotional Content Affect Youth Recall of Anti-Tobacco Advertising

Televised anti-tobacco advertising has been shown to be effective for discouraging smoking initiation; however, purchasing broadcasting time is very costly. This study investigated the relative impact of the broadcast volume (media weight) and the emotional content of an ad as predictors of advertising recall. The data come from a random-digit-dialed survey conducted in 2001 and 2002 of 3863 youth aged 12-17. Media weight was based on commercial TV ratings data. The emotional intensity of advertisements was derived from the ratings made by independent youth judges. Data analyses were conducted between 2005 and 2007. Results indicated that media weight was a significant predictor of recall, but the emotional content of the ad was an even stronger predictor. Also, ads low in emotional intensity required more media weight than those high in emotional intensity to achieve the same amount of increase in recall. This study extends prior research that highlights the importance of emotional intensity for effective anti-tobacco advertising. It also indicates that, relative to unemotional advertisements, emotionally arousing advertisements require fewer broadcasts to achieve the same level of recall, and hence are likely to be less costly to a public health campaign.

Tobacco and Aboriginal people in NSW

Tobacco use is a major cause of morbidity and mortality for Aboriginal people in NSW. Few interventions to reduce the harm resulting from tobacco use have been developed specifically for this population. However, brief interventions for smoking cessation, pharmacotherapies such as nicotine replacement therapy, bupropion and varenicline, quit groups and interventions aimed at reducing smoking by pregnant women and hospital inpatients are likely to be effective. Broader population interventions such as anti-tobacco advertising, price rises for tobacco products and prevention of sales to minors are also likely to be effective in reducing the harm resulting from tobacco use.

Smoking in movies in Australia: who feels over-exposed and what level of regulation will the community accept?

This study aimed to examine recent levels of exposure to smoking in movies, how the community perceived the level of smoking they saw in recently-viewed movies and whether there was community support for any form of regulation. As part of a 2004 New South Wales survey of smoking-related perceptions and practices, 1,154 adults participated in a computer-assisted telephone interview about perceptions relating to smoking depiction in movies and television. More than one-quarter of those who had seen a recent movie in the cinema (28.5%) or on DVD (33.9%) thought that the movie contained excessive or inappropriate smoking. More than half the sample (59.1%) considered it likely the tobacco industry played a role in the level of smoking depiction, although only 18% of those who thought a recent movie contained excessive smoking attributed this to the tobacco industry. Almost two-thirds of respondents favoured screening anti-tobacco advertisements prior to movies with smoking. Cinema and DVD movies commonly include scenes where there is excessive or inappropriate smoking. It is widely believed that the tobacco industry is contributing to this, and there is strong community support for action to curb the harmful influences this may be having.

State Anti-Tobacco Advertising and Smoking Outcomes by Gender and Race/Ethnicity

Objective. This paper examines overall and gender- and racial/ethnic-specific relationships between exposure to state-sponsored anti-tobacco televised advertising and smoking-related outcomes among US middle and high school students using five years of cross-sectional nationally representative data. Design. Nationally representative 8th, 10th, and 12th grade student sample data for 1999–2003 were merged with commercial ratings data on mean potential audience exposure to network and cable television anti-tobacco advertising across the 74 largest US designated market areas, resulting in a final sample size for analysis of 122,340. Associations between state-sponsored anti-tobacco televised advertising exposure and youth smoking-related beliefs and behaviours were modelled while controlling for relevant individual and environmental factors as well as other televised tobacco-related advertising. Results. Higher potential for exposure to state anti-tobacco advertising within the previous four months was generally associated with decreasing odds of current smoking across groups. In addition, such exposure was related, to varying degrees, with decreased perceptions that most/all friends smoked, stronger five-year intentions not to smoke, and increased perceived harm of smoking. These relationships appeared possibly to be weaker for Asian students. Conclusions. The results from these analyses indicate that state anti-tobacco advertising significantly relates to beneficial outcomes—especially regarding current smoking behaviour—among US youth as a whole.

Teenagers’ response to self- and other-directed antismoking messages: a cross-cultural study

While the de-marketing of smoking among teenagers has received wide attention in the literature, few have examined the issue of whether messages should be uniform across cultures. Globally, the vast majority of anti-smoking messages are based on fear appeals to the negative effects on the (potential) smoker him/herself. This research suggests that such a global strategy may be suboptimal. Specifically, while ads portraying the negative consequences of smoking to oneself may work for teens from individualist cultures, they are less effective in collectivist cultures. In contrast, messages orientated towards the adverse effects on other people are more effective in collectivist environments. Given the astronomical amounts spent on anti-tobacco advertising, this finding offers significant advantages for creating effective anti-smoking messages.

Televised State-Sponsored Antitobacco Advertising and Youth Smoking Beliefs and Behavior in the United States, 1999-2000

Televised State-Sponsored Antitobacco Advertising and Youth Smoking Beliefs and Behavior in the United States, 1999-2000

Bloomberg Global Initiative to Reduce Tobacco Use: The International Union for Health Promotion and Education Partners for the Establishment of a Global Clearinghouse for Effective Anti-tobacco Advertising

Bloomberg Global Initiative to Reduce Tobacco Use: The International Union for Health Promotion and Education Partners for the Establishment of a Global Clearinghouse for Effective Anti-tobacco Advertising

Effect of Televised, Tobacco Company–Funded Smoking Prevention Advertising on Youth Smoking-Related Beliefs, Intentions, and Behavior

To relate exposure to televised youth smoking prevention advertising to youths' smoking beliefs, intentions, and behaviors. 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. 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). 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.

Maximizing the Impact of Emotive Antitobacco Advertising: Effects of Interpersonal Discussion and Program Placement

Maximizing the Impact of Emotive Antitobacco Advertising: Effects of Interpersonal Discussion and Program Placement

Longitudinal effects of pro‐tobacco and anti‐tobacco messages on adolescent smoking susceptibility

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 (N = 2,292) 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.

Explicit and implicit effects of anti-marijuana and anti-tobacco TV advertisements

Effects of anti-tobacco and anti-marijuana TV advertisements on explicit (i.e., semantic differential ratings) and implicit (i.e. Implicit Association Test, IAT) attitudes toward tobacco and marijuana were compared. Two hundred twenty nine, 18- to 19-year-old U.S. college students were randomly assigned to anti-tobacco or anti-marijuana PSA viewing conditions. Participants completed a short survey on attitudes to tobacco and marijuana. Afterwards they watched 15 PSAs embedded in a 15-min science program. At the end, all participants completed IAT for marijuana, IAT for tobacco and the assessment of explicit attitudes. Results of ANCOVA revealed a significant interaction between type of TV PSAs watched and implicit attitudes, F(1,223) = 7.12, p < 0.01 when controlling for preexisting attitudes to both substances; the implicit attitudes were more negative toward the substance that corresponded to the content of advertisements watched (i.e., anti-tobacco or anti-marijuana). However, analogical analysis on explicit measures showed that attitudes to marijuana became less negative among students that watched anti-marijuana ads than the group with anti-tobacco ads, F(1,222) = 5.79, p < 0.02. The discussion focused on the practical and theoretical implications of the observed dissociation between implicit and explicit attitudes to marijuana after the exposure to anti-marijuana PSAs.

Anti-tobacco television advertising and indicators of smoking cessation in adults: a cohort study

The objective of this study was to assess the relationship between exposure to state-sponsored anti-tobacco advertising and smoking cessation. Cessation rates in 2001 among a cohort of 2061 smokers who participated in the Community Intervention Trial for Smoking Cessation between 1988 and 1993 and completed a follow-up survey in 2001 were merged with 2000-01 television advertising exposure data from Nielsen Media Research. The relative risk for quitting was estimated to be 10% higher for every 5000 units of exposure to state anti-tobacco television advertising over the 2-year period, although this did not quite achieve statistical significance. The association was even larger among those who reported that the level of information in the media about the dangers of smoking had increased 'a lot' between 1993 and 2001 (RR = 1.19, 95% CI = 1.03-1.38). These data are consistent with the finding that increased exposure to state anti-tobacco media increases smoking cessation rates.

Estimated Exposure of Adolescents to State-Funded Anti-Tobacco Television Advertisements—37 States and the District of Columbia, 1999-2003

The majority of persons who become regular smokers begin smoking during adolescence, making this period critical for preventing tobacco use. Evidence suggests that anti-tobacco mass media campaigns that include paid television advertising reduce youth smoking. With development of anti-tobacco programs in all 50 states during the 1990s, spurred by funding from the 1998 Master Settlement Agreement with major cigarette manufacturers, CDC, and other sources, an increasing number of states instituted anti-tobacco media campaigns. This report summarizes trends in median state estimates for the average number of state-funded anti-tobacco television advertisements to which adolescents aged 12-17 years were exposed per month in 37 states and the District of Columbia (DC) during 1999-2003. The findings indicate that the median state estimate of the number of advertisement exposures per month increased from 0.04 in 1999 to 0.80 in 2002 but declined to 0.63 in 2003. The decline in estimated exposure from 2002 to 2003 is consistent with cutbacks in funding for state tobacco-prevention and -control programs during this period. Reduced exposure to state-funded anti-tobacco advertising might be contributing to the recent lack of substantial change in youth smoking prevalence from 2002 to 2004, which had been declining substantially since 1997. The majority of states need to implement additional measures to ensure that adolescents are adequately exposed to effective paid anti-tobacco advertisements as part of tobacco-prevention activities.

Syntactic Indeterminacy, Perceived Message Sensation Value-Enhancing Features, and Message Processing in the Context of Anti-Tobacco Advertisements

Fast-paced and arousing anti-drug ads, considered to have high perceived message sensation value (PMSV), enhance message processing and reduce drug use among young adults. Studies have yet to explore the relationship between specific, PMSV-enhancing message features and outcomes related to persuasion. Messaris’ (1997) concept of syntactic indeterminacy provides one plausible explanation for why message features contained in high PMSV ads might enhance message processing and subsequent changes in attitudes and behavior. The study explored this explanation by coding specific anti-tobacco ads for PMSV-enhancing features, merging these codes to a telephone survey among teens, and testing the relationship between message features and processing. The number of unrelated cuts and the use of suspenseful features (intense imagery and a second-half punch) increased message processing among older teens. An additive index comprised of these features was associated with message processing among both younger and older teens. Theoretical and practical implications are discussed.

Anti-tobacco television advertising and indicators of smoking cessation in adults: a cohort study

The objective of this study was to assess the relationship between exposure to state-sponsored anti-tobacco advertising and smoking cessation. Cessation rates in 2001 among a cohort of 2061 smokers who participated in the Community Intervention Trial for Smoking Cessation between 1988 and 1993 and completed a follow-up survey in 2001 were merged with the 2000-01 television advertising exposure data from Nielsen Media Research. The relative risk for quitting was estimated to be 10% higher for every 5000 units of exposure to state anti-tobacco television advertising over the 2-year period, although this did not quite achieve statistical significance. The association was even larger among those who reported that the level of information in the media about the dangers of smoking had increased 'a lot' between 1993 and 2001 (RR = 1.19, 95% CI = 1.03-1.38). These data are consistent with the finding that increased exposure to state anti-tobacco media increases smoking cessation rates.

Televised State-Sponsored Antitobacco Advertising and Youth Smoking Beliefs and Behavior in the United States, 1999-2000

Recent state budget crises have dramatically reduced funding for state-sponsored antitobacco media campaigns. If campaigns are associated with reduced smoking, such cuts could result in long-term increases in state health care costs. Commercial ratings data on mean audience exposure to antitobacco advertising that appeared on network and cable television across the largest 75 media markets in the United States for 1999 through 2000 were combined with nationally representative survey data from school-based samples of youth in the contiguous 48 states. Multivariate regression models were used to analyze associations between mean exposure to state antitobacco advertising and youth smoking-related beliefs and behaviors, controlling for individual and environmental factors usually associated with youth smoking and other televised tobacco-related advertising. Mean exposure to at least 1 state-sponsored antitobacco advertisement in the past 4 months was associated with lower perceived rates of friends' smoking (odds ratio [OR], 0.72; 95% confidence interval [CI], 0.58-0.88), greater perceived harm of smoking (OR, 1.25; 95% CI, 1.11-1.42), stronger intentions not to smoke in the future (OR, 1.43; 95% CI, 1.17-1.74), and lower odds of being a smoker (OR, 0.74; 95% CI, 0.63-0.88). To our knowledge, this study is the first to explore the potential impact of state-sponsored antitobacco media campaigns while controlling for other tobacco-related advertising and other tobacco control policies. State-sponsored antitobacco advertising is associated with desired outcomes of greater antitobacco sentiment and reduced smoking among youth. Recent cuts in these campaigns may have future negative health and budgetary consequences.

Television and delivery of health promotion programs to remote Aboriginal communities

To assess the effect of anti-tobacco television advertising in comparison to other anti-tobacco interventions for Aboriginal people in remote communities in the Northern Territory. This research was carried out as part of a large study evaluating the effect of multi-component, evidence-based tobacco interventions developed in three remote communities. Community surveys (assessing changes in smoking behaviour and exposure to tobacco interventions) were used to assess exposure to and effect of television advertising, relative to other interventions over the intervention year. 351 community members were interviewed. Exposure to anti-tobacco television advertising was high among both smokers and non-smokers (86% vs. 85%, p = 0.78). However, those who recalled seeing anti-tobacco advertising were no more likely to have quit than those who had not (11 exposed (6%) vs. 3 non-exposed (10%), Fisher's Exact Test p = 0.42). Logistic regression showed that exposure to individual tobacco interventions was not associated with an increased chance of cessation during the intervention year. Recall of anti-tobacco television advertising was high in these remote Aboriginal communities; more Aboriginal people recalled exposure to anti-tobacco television advertising than to any other cessation intervention. Although the overall cessation rate was low, a small number of smokers had given up as a result of seeing these television advertisements.

Effects of pro- and anti-tobacco advertising on nonsmoking adolescents’ intentions to smoke

Purpose To determine the effects of pro- and anti-tobacco advertising on nonsmoking adolescents’ intention to smoke in a single cohort. Methods All ninth graders at seven public high schools were invited to participate in a study on adolescent tobacco use; 59.0% participated ( n = 1229; active positive parental consent required). Adolescents who self-identified as never having smoked even a puff of a cigarette ( n = 512) completed a self-administered questionnaire that included questions on intention to smoke in the near future and tobacco advertising. Independent variables used to predict intention included exposure to, recognition of, and receptivity and attitudes toward pro-tobacco and anti-tobacco advertising. Potential confounding variables included gender, race/ethnicity, smoking influences (adult household members, siblings, and friends), socioeconomic status, stress, and depression. Data analysis used logistic regression. Results Demographics: 50.5% female, average age 14.9 ± 0.4 years old at baseline, and varied race. Those variables found to be significant predictors of intention to smoke included: (positive, or increased intention) recognition of brand of favorite advertisement, willingness to use or wear tobacco-branded products, stress, and having friends who smoke and (negative, or decreased intention) agreement with anti-tobacco advertising and having a live-in father who smokes. Conclusions Although anti-tobacco advertising has a protective effect, it was unable to counteract the effects of pro-tobacco advertising in the same cohort.