McKenna J, Gutierrez K, McCall K
Health Communications Branch, Centers for Disease Control and Prevention, Atlanta, Georgia 30341-3724, USA.
J Public Health Manag Pract. 2000 May;6(3):7-13. doi: 10.1097/00124784-200006030-00004.
Intensive and sustained efforts to "counter-market" tobacco among teenagers are necessary to negate the "friendly familiarity" created by tobacco advertising and to communicate the true health and social costs of tobacco use. Counter-marketing campaigns should: highlight a tobacco-free lifestyle as the majority lifestyle of diverse and interesting individuals; explain the dangers of tobacco in a personal, emotional way; offer youth empowerment and control; use multiple voices, strategies, and executions; offer constructive alternatives to tobacco use; and portray smoking as unacceptable and undesirable for everyone. Counter-marketing activities should work in concert with other interventions to alter social norms regarding tobacco.
必须在青少年中开展深入且持续的“反营销”烟草活动，以消除烟草广告营造的“友好亲近感”，并传达吸烟在健康和社会方面的真实代价。反营销活动应：强调无烟生活方式是多样且有趣之人的主流生活方式；以个人化、情感化的方式阐释烟草危害；赋予年轻人力量并让他们获得掌控感；运用多种声音、策略和手段；提供烟草使用的建设性替代方案；并将吸烟描绘为对所有人而言都不可接受且令人厌恶的行为。反营销活动应与其他干预措施协同作用，以改变有关烟草的社会规范。
