Farrelly Matthew C, Healton Cheryl G, Davis Kevin C, Messeri Peter, Hersey James C, Haviland M Lyndon
Research Triangle Institute, Research Triangle Park, NC 27709, USA.
Am J Public Health. 2002 Jun;92(6):901-7. doi: 10.2105/ajph.92.6.901.
This study examines how the American Legacy Foundation's "truth" campaign and Philip Morris's "Think. Don't Smoke" campaign have influenced youths' attitudes, beliefs, and intentions toward tobacco.
We analyzed 2 telephone surveys of 12- to 17-year-olds with multivariate logistic regressions: a baseline survey conducted before the launch of "truth" and a second survey 10 months into the "truth" campaign.
Exposure to "truth" countermarketing advertisements was consistently associated with an increase in anti-tobacco attitudes and beliefs, whereas exposure to Philip Morris advertisements generally was not. In addition, those exposed to Philip Morris advertisements were more likely to be open to the idea of smoking.
Whereas exposure to the "truth" campaign positively changed youths' attitudes toward tobacco, the Philip Morris campaign had a counterproductive influence.
本研究探讨美国遗产基金会的“真相”运动以及菲利普·莫里斯公司的“思考，请勿吸烟”运动如何影响青少年对烟草的态度、信念和意图。
我们通过多元逻辑回归分析了对12至17岁青少年进行的两项电话调查：一项是在“真相”运动启动前进行的基线调查，另一项是在“真相”运动开展10个月后的第二次调查。
接触“真相”反营销广告始终与反烟草态度和信念的增加相关，而接触菲利普·莫里斯公司的广告通常并非如此。此外，接触菲利普·莫里斯公司广告的人更有可能对吸烟持开放态度。
接触“真相”运动对青少年对烟草的态度产生了积极改变，而菲利普·莫里斯公司的运动则产生了适得其反的影响。
