Shadel William G, Niaura Raymond, Abrams David B
Centers for Behavioral and Preventive Medicine, Brown Medical School, Miriam Hospital, Providence, Rhode Island, USA.
Psychol Addict Behav. 2002 Jun;16(2):173-6.
This study compared adolescents' unbiased perceptions of the images displayed in smoking and antismoking advertising. Twenty-nine adolescents (ages 11-17) were shown images taken from both advertising types; all images were digitally edited so that no product information appeared in them. Participants described each image in a free-response format and rated each image on self-report dimensions. Content analyses of free-response descriptions and analyses of self-reports revealed that adolescents viewed images taken from cigarette advertisements more positively compared with images taken from antismoking advertisements. These findings suggest that I reason for the potency of cigarette advertising, compared with antismoking advertising, is the inherent positive appeal of the images displayed. Antismoking advertising may be more effective at limiting adolescent smoking if the images displayed have a more positive valence.
本研究比较了青少年对吸烟广告和反吸烟广告中所展示图像的无偏见认知。向29名青少年（年龄在11 - 17岁之间）展示了从这两种广告类型中选取的图像；所有图像均经过数字编辑，使其不出现任何产品信息。参与者以自由作答的形式描述每张图像，并在自我报告维度上对每张图像进行评分。对自由作答描述的内容分析和自我报告分析表明，与反吸烟广告中的图像相比，青少年对香烟广告中的图像看法更为积极。这些发现表明，与反吸烟广告相比，香烟广告具有影响力的一个原因是所展示图像固有的积极吸引力。如果所展示的图像具有更积极的效价，反吸烟广告在限制青少年吸烟方面可能会更有效。
