Exploring antismoking ads: appeals, themes, and consequences.
In this study we seek a descriptive understanding of antismoking television advertising in light of the problem cigarette consumption poses for society today. We establish relationships between ad characteristics and whether ads have a youth or adult orientation, based on a content analysis of 197 antismoking television advertisements produced between 1991 and 1999. The study finds that youth-oriented ads have youth characters, sociability, and humor as common appeals, and social and short-term consequences. In contrast, adult-oriented ads relied on fear appeals and long-term, health-related consequences.
Beaudoin
Christopher E
CE
Department of Telecommunications, Indiana University-Bloomington, Indiana 47405, USA. beaudoin@indiana.edu
D000293:Adolescent; D000294:Adolescent Behavior; D000329:Advertising / Q000379:methods*; D006293:Health Promotion; D006801:Humans; D010565:Persuasive Communication; D015980:Public Health Practice; D016540:Smoking Cessation; D013690:Television; D014481:United States