This paper focuses on countermarketing efforts aimed at curbing youth smoking. We review the literature on the effectiveness of tobacco countermarketing campaigns, characterise current state and national campaign approaches, present findings from qualitative approaches and laboratory experiments that explore a variety of messages (for example, health consequences, industry manipulation), and discuss newer, non-traditional approaches to countermarketing. In conclusion, we outline research needed to fill gaps in our existing knowledge and discuss future directions in tobacco countermarketing aimed at youth.

A growing body of research suggests that specific stylistic message features have meaningful implications for message attention, recall, and processing. This study combines content analysis (n = 45 ads) with population survey data from the Legacy Media Tracking Surveys (n = 32,977 teens) to (a) identify associations between specific visual, audio, and format features and recall of televised smoking prevention advertisements and (b) test whether these associations are moderated by the need for sensation (NFS). Consistent with research derived from the limited capacity model of mediated message processing, 6 of 7 hypothesized stylistic features increased the likelihood of ad recall. However, contrary to predictions outlined by the activation model of information exposure (AMIE), no differences were observed in the magnitude of these associations by NFS. Results underscore the importance of stylistic considerations in designing health campaign messages and raise questions about the central propositions of the AMIE.