King C, Siegel M, Pucci L G
Graduate School of Business Administration, Harvard University, Boston, MA 02118, USA.
Tob Control. 2000 Mar;9(1):64-70. doi: 10.1136/tc.9.1.64.
To estimate the potential exposure of black adolescents to brand specific advertising in magazines.
A probit regression analysis was conducted of pooled 1990 and 1994 data on brand specific advertising in 36 popular US magazines to examine the relationship between the presence or absence of advertising in each magazine for each of 12 cigarette brands, and the proportion of each magazine's youth (ages 12-17 years) readers who were black.
The presence or absence of advertising in each magazine in 1990 and 1994, for each of 12 cigarette brands.
After controlling for total magazine readership and the percentage of young adult, Hispanic, and female readers, black youth cigarette brands (those whose market share among black youths exceeded their overall market share) were more likely than other brands to advertise in magazines with a higher percentage of black youth readers. Holding all other variables constant at their sample means, the probability of a non-black youth brand advertising in a magazine decreased over the observed range of percentage black youth readership from 0.65 (95% confidence interval (CI) 0.55 to 0.75) for magazines with 5% black youth readers to 0.33 (95% CI 0.00 to 0.69) for magazines with 91% black youth readers. In contrast, the probability of a black youth brand advertising in a magazine increased from 0.40 (95% CI 0.17 to 0.62) at 5% black youth readership to 1.00 (95% CI 0.97 to 1.00) at 91% black youth readership.
Black youths are more likely than white youths to be exposed to magazine advertising by cigarette brands popular among black adolescents.
评估黑人青少年接触杂志中特定品牌香烟广告的潜在情况。
对1990年和1994年美国36种流行杂志上特定品牌香烟广告的汇总数据进行了概率回归分析，以研究12个香烟品牌中每个品牌在各杂志上有无广告与各杂志12至17岁青少年读者中黑人所占比例之间的关系。
1990年和1994年各杂志上12个香烟品牌中每个品牌有无广告。
在控制了杂志总读者人数以及青年、西班牙裔和女性读者的百分比后，黑人青少年香烟品牌（即在黑人青少年中市场份额超过其总体市场份额的品牌）比其他品牌更有可能在黑人青少年读者比例较高的杂志上做广告。将所有其他变量保持在其样本均值不变，在观察到的黑人青少年读者比例范围内，非黑人青少年品牌在杂志上做广告的概率从黑人青少年读者比例为5%的杂志的0.65（95%置信区间[CI]0.55至0.75）降至黑人青少年读者比例为91%的杂志的0.33（95%CI0.00至0.69）。相比之下，黑人青少年品牌在杂志上做广告的概率从黑人青少年读者比例为5%时的0.40（95%CI0.17至0.62）增至黑人青少年读者比例为91%时的1.00（95%CI0.97至1.00）。
与白人青少年相比，黑人青少年更有可能接触到在黑人青少年中流行的香烟品牌的杂志广告。
