title: Recall of anti-tobacco advertisements and effects on quitting behavior: results from the California smokers cohort.
abstract: OBJECTIVE
  We assessed whether an anti-tobacco television advertisement called "Stages," which depicted a woman giving a brief emotional narrative of her experiences with tobacco use, would be recalled more often and have a greater effect on smoking cessation than 3 other advertisements with different intended themes.
  
  
  METHODS
  Our data were derived from a sample of 2596 California adult smokers. We used multivariable log-binomial and modified Poisson regression models to calculate respondents' probability of quitting as a result of advertisement recall.
  
  
  RESULTS
  More respondents recalled the "Stages" ad (58.5%) than the 3 other ads (23.1%, 23.4%, and 25.6%; P<.001). Respondents who recalled "Stages" at baseline had a higher probability than those who did not recall the ad of making a quit attempt between baseline and follow-up (adjusted risk ratio [RR]=1.18; 95% confidence interval [CI]=1.03, 1.34) and a higher probability of being in a period of smoking abstinence for at least a month at follow-up (adjusted RR=1.55; 95% CI=1.02, 2.37).
  
  
  CONCLUSIONS
  Anti-tobacco television advertisements that depict visceral and personal messages may be recalled by a larger percentage of smokers and may have a greater impact on smoking cessation than other types of advertisements.
authors.affiliation: Eric C. Leas, David R. Strong, and Wael K. Al-Delaimy are with the Department of Family and Preventive Medicine, University of California, San Diego, La Jolla, CA. Mark G. Myers is with the Psychology Service, Veterans Affairs San Diego Healthcare System, and the Department of Psychiatry, University of California, San Diego. C. Richard Hofstetter is with the Graduate School of Public Health and the Department of Political Science, San Diego State University, San Diego, CA.
authors.forename: Eric C
authors.initials: EC
authors.lastname: Leas
authors.forename: Mark G
authors.initials: MG
authors.lastname: Myers
authors.forename: David R
authors.initials: DR
authors.lastname: Strong
authors.forename: C Richard
authors.initials: CR
authors.lastname: Hofstetter
authors.forename: Wael K
authors.initials: WK
authors.lastname: Al-Delaimy
mesh_terms: D000293:Adolescent; D000328:Adult; D000329:Advertising / Q000379:methods; D002140:California / Q000453:epidemiology; D005260:Female; D006801:Humans; D008297:Male; D011939:Mental Recall; D008875:Middle Aged; D012907:Smoking / Q000453:epidemiology / Q000523:psychology; D016540:Smoking Cessation / Q000379:methods / Q000706:statistics & numerical data*; D000074606:Smoking Prevention; D013690:Television; D055815:Young Adult