Hawkins K, Hane A C
Elliott School of Communication, Wichita State University, KS 67260-0031, USA.
J Health Commun. 2000 Jan-Mar;5(1):83-96. doi: 10.1080/108107300126786.
Cigarette smoking is a major preventable cause of serious chronic disease. The majority of smokers begin smoking during their adolescent years. Print cigarette advertising plays an influential role in encouraging young people to smoke. Eight hundred and forty-three middle/junior high-school-aged students from a large midwestern metropolitan area participated in this study of adolescents' recognition of and belief in messages associated with print cigarette advertising. Results indicated no significant difference between smokers and nonsmokers in their recognition of messages associated with print cigarette advertising. However, smokers and nonsmokers differed significantly in the degree to which they believed the messages communicated by print cigarette advertising. Consistent with social cognitive theory, students who smoke at least occasionally were more likely to believe messages conveyed by print cigarette ads than were students who had never smoked. Implications of these findings for research and practice are discussed, including specification of guidelines for effective counteradvertising.
吸烟是严重慢性疾病的主要可预防病因。大多数吸烟者在青少年时期开始吸烟。印刷香烟广告在鼓励年轻人吸烟方面发挥着有影响力的作用。来自中西部一个大型都市地区的843名初中/初中年龄段学生参与了这项关于青少年对与印刷香烟广告相关信息的认知和信念的研究。结果表明，吸烟者和不吸烟者在对与印刷香烟广告相关信息的认知上没有显著差异。然而，吸烟者和不吸烟者在他们对印刷香烟广告所传达信息的相信程度上存在显著差异。与社会认知理论一致，至少偶尔吸烟的学生比从未吸烟的学生更有可能相信印刷香烟广告所传达的信息。讨论了这些发现对研究和实践的启示，包括有效反广告指导方针的具体说明。
