title: Perceived effectiveness of tobacco countermarketing advertisements among young adults.
abstract: OBJECTIVE
  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.
authors.affiliation: Department of Communication, Kennesaw State University, Kennesaw, GA 30144, USA. rmurph27@kennesaw.edu
authors.forename: Rebecca
authors.initials: R
authors.lastname: Murphy-Hoefer
authors.forename: Andrew
authors.initials: A
authors.lastname: Hyland
authors.forename: Cheryl
authors.initials: C
authors.lastname: Higbee
mesh_terms: D000293:Adolescent; D000328:Adult; D000329:Advertising; D001290:Attitude; D005260:Female; D006801:Humans; D008297:Male; D040541:Marketing; D008875:Middle Aged; D012907:Smoking / Q000453:epidemiology*; D019460:Tobacco Industry; D055815:Young Adult; D014026:Nicotiana