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ERIC Number: EJ804898
Record Type: Journal
Publication Date: 2008
Pages: 10
Abstractor: As Provided
Reference Count: 0
ISBN: N/A
ISSN: ISSN-1087-3244
Perceived Effectiveness of Tobacco Countermarketing Advertisements among Young Adults
Murphy-Hoefer, Rebecca; Hyland, Andrew; Higbee, Cheryl
American Journal of Health Behavior, v32 n6 p725-734 Nov-Dec 2008
Objectives: 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.
PNG Publications. P.O. Box 4593, Star City, WV 26504-4593. Tel: 304-293-6988; Fax: 304-594-0570; Web site: http://www.ajhb.org/subscription.htm
Publication Type: Journal Articles; Reports - Research
Education Level: Higher Education
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A