Anti-Smoking Media Campaign Messages: Theory and Practice

Abstract

This study examined televised anti-smoking advertisements that were designed to discourage adult and teen smoking. A content analysis of 399 television advertisements catalogued in the Media Campaign Resource Center (MCRC) database were evaluated to determine (a) whether the advertising content reflected core health communication theories used in the design of health campaign messages to change behavior and (b) the affective presentation of tobacco-control advertisements aimed to decrease smoking. The results revealed that anti-smoking advertising relied overwhelmingly on appeals to attitudes. Although the benefits of not smoking were mentioned in 61% of advertisements, barriers were mentioned in only 17% of advertisements. Advertisements emphasized the consequences of smoking more than the viewer's self-efficacy. Finally, advertisements were more likely to use informational and humor appeals, rather than sadness, fear, or anger appeals. The research identifies the types of advertisements that are most likely to be utilized and underutilized in national and statewide anti-smoking advertising campaigns catalogued in the MCRC database.

Intention as a cognitive antecedent to international entrepreneurship—understanding the moderating roles of knowledge and experience

“…transferring knowledge on the consequences of a behavior-could positively influence attitudes (cf. Cohen et al 2007). On the other hand, several researchers hsave suggested that explicitly modeling knowledge may increase predictive power of TPB.…”

Effectiveness of antismoking campaigns using health shock appeals among male university students in Western Australia

“…Hence, active university smokers would respond to a combination of rational (image and in-depth knowledge) and emotional (loved ones mourning) appeals in public service advertising in Australia [13]. Researchers also recommended integrating different calls for devising effective antismoking messages rather than relying on a single appeal in reducing smoking prevalence [25].…”

“…research indicates that no single call in antismoking campaign is likely to have universal resonance among youth [16]. Cohen, Shumate, and Gold (2007) also suggest combining different appeals for devising effective antismoking campaign rather than using a single approach [25]. Combining emotional and rational approach in advertising can prove to be an effective strategy for antismoking campaigners.…”

Utilisation du réseau Facebook dans une campagne de prévention pour jeunes adolescents : analyse secondaire des données d’une étude postcampagne

“…Au sein des différentes actions de protection de la santé publique, la lutte au tabagisme serait l'enjeu bénéiciant des plus importants investissements publicitaires (Cohen, Shumate et Gold, 2007). L'eficacité de campagnes anti-tabagiques est admise (Lalonde et Heneman, 2004), malgré certaines réserves portant sur la méthodologie des études publiées (Brinn et al, 2010).…”