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1: Am J Health Behav. 2008 Nov-Dec;32(6):725-34.Click here to read Links

Perceived effectiveness of tobacco countermarketing advertisements among young adults.

Murphy-Hoefer R, Hyland A, Higbee C.

Department of Communication, Kennesaw State University, Kennesaw, GA 30144, USA. rmurph27@kennesaw.edu

OBJECTIVES: To measure relative effectiveness of tobacco countermarketing advertisements by category and emotive execution style among young adults. METHODS: Participants (n=1011) from 2 US 4-year colleges, one southern and one northern were surveyed before and after viewing advertisements in one of 3 categories: social norms, health consequences, or tobacco industry manipulation and with 4 emotive execution styles: drama, testimonial (negative emotive) and humor, sarcasm (positive). RESULTS: Health consequences and negative emotive advertisements were rated significantly most persuasive. CONCLUSIONS: This is the first study to support the effectiveness of tobacco countermarketing advertisements emphasizing the negative emotive health consequences of smoking among young adults.

PMID: 18442351 [PubMed - indexed for MEDLINE]