Thursday, 14th June 2007

Out of the smokescreen II: will an advertisement targeting the tobacco industry affect young people’s perception of smoking in movies and their intention to smoke?

Out of the smokescreen II: will an advertisement targeting the tobacco industry affect young people’s perception of smoking in movies and their intention to smoke? (PDF; 140 KB)
Source: Tobacco Control

What this paper adds

• This study is only the second study to measure the effect of an antismoking advertisement in the real world of the cinema using a control group.
• Results of the first study showed that the Australian National Tobacco Campaign's ''Tar/Lung'' advertisement, when shown before movies with smoking in them, could alter 12-17-year-old female non-smokers' opinion of the smoking in the movie and significantly alter smokers' intention to smoke. A higher percentage of current smokers in the intervention group indicated that they were unlikely to smoke in 12 months time than smokers in the control group.
• This second study evaluates the effect of a very different style of antismoking advertisement using the same methodology and a much broader target group. The non-randomised control study measured the effect of the New South Wales Cancer Council 's ''Smoking in Movies'' advertisement on 3091, 12-24-year-old male and female cinema-goers across three Australian states. The study evaluated the cinema-goers' opinion of smoking in the movies they viewed and their subsequent intention to smoke--with very different results.
• Although the anti-tobacco industry advertisement altered non-smokers' opinion of smoking in the movie, it had no effect on smokers' opinion. Surprisingly, the advertisement seemed to encourage current smokers to continue smoking, with a significantly higher percentage of current smokers in the control group indicating they were unlikely to smoke in 12 months time than smokers in the intervention group.
• The findings of this second real-life study support those of the previous studies that antismoking advertising before movies in which characters are smoking can have a discernible effect on non-smokers attitudes to smoking in movies. Both the ''Tar/Lung'' advertisement and the ''smoking in movies'' advertisement helped to immunise young non-smokers against the influences of film stars smoking. The boomerang effect on smokers' intention to smoke in this second study suggests that caution must be exercised in the type of advertisement screened as some types of advertising may reinforce smokers intention to smoke.

Category:

• Business and economics (DocuTicker)
• Media and entertainment (DocuTicker)
• Tobacco and smoking (DocuTicker)

Source:

• Tobacco Control

Views: 174

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