Promotion of Smoking Cessation with Emotional and/or Graphic Antismoking Advertising

Farrelly, Matthew C.; Duke, Jennifer; Davis, Kevin; Nonnemaker, James; Kamyab, Kian; Willett, Jeffrey; Juster, Harlan R.

doi:10.1016/j.amepre.2012.07.023

Cited by 91 publications

(81 citation statements)

References 32 publications

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“…The majority of evidence indicates that these mass media campaigns are effective in motivating individuals to think about quitting, try to quit, get help for quitting and stay quit (12)(13)(14)(15)(16)(17)(18)(19)(20)(21)(22)(23)(24)(25)(26)(27)(28)(29). At the population level, advertisements are also associated with decreases in cigarette consumption and smoking prevalence (13,15,16,19,(30)(31)(32)(33)(34)(35). Although the magnitude of the effect of media campaigns on cessation is estimated to be fairly small, when this small effect is applied over an entire population the reductions can be very meaningful.…”

Section: Introductionmentioning

confidence: 99%

Recall of Anti-Tobacco Advertisements and Effects on Quitting Behavior: Results From the California Smokers Cohort

Leas

Myers²,

Strong³

et al. 2015

Am J Public Health

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IntroductionEvidence indicates that anti-tobacco advertisement can be an effective way of encouraging smokers to quit smoking, but the majority of this evidence uses aggregate measures of assessing advertisement exposure rather than exposure to specific advertisements. ObjectiveUsing a sample of California Adults (18-64 years) (n = 2596), we sought to assess recall of four anti-tobacco television advertisements developed by the California Tobacco Control Program (CTCP) and assess how recall of each advertisement predicted quitting behavior after one year. ResultsCompared to three other ads, more respondents recalled an advertisement depicting a girl who transforms into a women with a whole in hear throat, as a women explains how she was targeted by the tobacco industry at a young age (58.5% vs 23.1%, 23.4% and 25.6%; p <0.0001). Respondents who reported seeing this advertisement at baseline had a higher probability of making a quit attempt between baseline and follow-up (Adjusted Risk Ratio (aRR): 1.18; 95% Confidence Interval (CI): 1.03 to 1.34) and a higher probability being in a period of smoking abstinence for a month at follow up (aRR: 1.55; 95% CI: 1.02 to 2.37). This association was not found for recall of other television advertisements. ConclusionProducing even one television advertisement with a spokesperson who discusses their personal negative experience with tobacco may be recalled by large portion of the smoking population and may have an impact on cessation.

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Section: Introductionmentioning

confidence: 99%

Recall of Anti-Tobacco Advertisements and Effects on Quitting Behavior: Results From the California Smokers Cohort

Leas

Myers²,

Strong³

et al. 2015

Am J Public Health

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“…Thus, there is no prior research on how the experience of watching fearful and disgusting anti-smoking messages affects the level of support for tobacco control measures. Theoretically, fear appeal messages should be able to change behaviour and attitudes when people perceive that they have the means to change (Peters, Ruiter, & Kok, 2012), and data on real life smoking behaviour suggest that highly emotional content can produce higher rates of quitting (Farrelly et al, 2012;Wakefield, Spittal, Yong, Durkin, & Borland, 2011). However, little is known about how such message influence an audience and an attitude object that is not directly targeted.…”

mentioning

confidence: 99%

Do disgusting and fearful anti-smoking advertisements increase or decrease support for tobacco control policies?

Halkjelsvik¹

2014

International Journal of Drug Policy

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“…As in previous research, 12,13 our data suggest that GWLs are unlikely to reduce health disparities among three populations who are at greater risk for tobacco-related diseases in the United States: smokers with low educational attainment, African Americans, and Hispanics. Positive findings for emotionally evocative anti-smoking television ads among lower SES smokers [15][16][17] suggest that developing GWLs that are even more emotionally evocative may reduce disparities among smokers of low educational attainment. Even if new GWLs were just similarly effective at producing outcomes associated with quitting behaviors and intentions, given that mandatory GWLs would be seen by all smokers, disadvantaged groups would at least have equal access to an effective intervention.…”

Section: Discussionmentioning

confidence: 99%

“…Pictorial information may be easier for low education smokers to understand than TWLs. Further, antismoking television ads high in emotion and narrative form are more effective at increasing the likelihood of quitting and calling a quitline among smokers with lower educational attainment and socioeconomic status than among those of higher attainment and status, [15][16][17] and so emotionally evocative GWLs might also be especially effective for these groups.…”

Section: Assessing the Consequences Of Implementing Graphic Warning Lmentioning

confidence: 99%

Assessing the Consequences of Implementing Graphic Warning Labels on Cigarette Packs for Tobacco-Related Health Disparities

Gibson

Brennan

Momjian

et al. 2015

NICTOB

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Introduction: Population-level communication interventions, such as graphic warning labels (GWLs) on cigarette packs, have the potential to reduce or exacerbate tobacco-related health disparities depending on their effectiveness among disadvantaged sub-populations. This study evaluated the likely impact of nine GWLs proposed by the US Food and Drug Administration on (1) African American and (2) Hispanic smokers, who disproportionately bear the burden of tobaccorelated illness, and (3) low education smokers, who have higher smoking rates. Methods: Data were collected online from current smokers randomly assigned to see GWLs (treatment) or the current text-only warning labels (control). Participants were stratified by age (18-25; 26+) in each of four groups: general population (n = 1246), African Americans (n = 1200), Hispanics (n = 1200), and low education (n = 1790). We tested the effectiveness of GWLs compared to textonly warning labels using eight outcomes that are predictive of quitting intentions or behaviors including negative emotion, intentions to hold back from smoking, intentions to engage in avoidance behaviors, and intentions to quit. Results: Across all outcomes, GWLs were significantly more effective than text-only warning labels more often than expected by chance. Results suggested that African Americans, Hispanics and smokers with low education did not differ from the general population of smokers in their reactions to any of the nine individual GWLs. Conclusions: The nine GWLs were similarly effective for disadvantaged sub-populations and the general population of smokers. Implementation of GWLs is therefore unlikely to reduce or exacerbate existing tobacco-related health disparities, but will most likely uniformly increase intentions and behaviors predictive of smoking cessation.

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Promotion of Smoking Cessation with Emotional and/or Graphic Antismoking Advertising

Cited by 91 publications

References 32 publications

Recall of Anti-Tobacco Advertisements and Effects on Quitting Behavior: Results From the California Smokers Cohort

Recall of Anti-Tobacco Advertisements and Effects on Quitting Behavior: Results From the California Smokers Cohort

Do disgusting and fearful anti-smoking advertisements increase or decrease support for tobacco control policies?

Assessing the Consequences of Implementing Graphic Warning Labels on Cigarette Packs for Tobacco-Related Health Disparities

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