What defines an effective anti-tobacco TV advertisement? A pilot study among Greek adolescents.
As the Framework Convention on Tobacco Control (FCTC) calls for public health awareness on tobacco use, mass media campaigns should be appropriately designed so as to maximize their effectiveness. In this methodological pilot study, 95 Greek adolescents (mean age 15 +/- 1.8 years), were shown seven different anti tobacco ads, and asked to rate the ad theme, message and emotional context on a 1-7 Likert scale. Health related ads were rated the highest, and as identified through the logistic regression analysis, adolescents who perceived an ad to be emotional or to have a clear message that was relevant to them, were more likely to rate the ad as more effective. The strong agreement between the above findings and the existing literature indicates the applicability of this pilot study's methodological approach.
Vardavas
Constantine I
CI
Clinic of Social and Family Medicine, Department of Social Medicine, Faculty of Medicine, University of Crete, Heraklion, 71003, Greece. ardavas@edu.med.uoc.gr
Symvoulakis
Emmanouil K
EK
Connolly
Gregory N
GN
Patelarou
Evridiki
E
Lionis
Christos
C
D000293:Adolescent; D000329:Advertising; D002648:Child; D003256:Community Participation; D005260:Female; D006115:Greece; D006801:Humans; D008297:Male; D010865:Pilot Projects; D000074606:Smoking Prevention; D013690:Television; D014029:Tobacco Use Disorder / Q000517:prevention & control*; D055815:Young Adult