White V, Tan N, Wakefield M, Hill D
Centre for Behavioural Research in Cancer, Cancer Control Research Institute, The Cancer Council Victoria, Australia.
Tob Control. 2003 Sep;12 Suppl 2(Suppl 2):ii23-9. doi: 10.1136/tc.12.suppl_2.ii23.
To examine adolescents' awareness of and response to an adult focused anti-smoking advertising campaign.
Data were obtained from two cross sectional surveys of adolescents. The first study, a national evaluation study, involved a telephone survey of a randomly selected sample of 400 14-17 year olds across Australia in 1998. The second study involved a survey of 3714 students aged 12-17 years, randomly selected from a probability sample of secondary schools in the Australian State of Victoria.
In both surveys, adolescents answered questions on their awareness of the advertising campaign and actions taken in response to the campaign. Adolescents in the national evaluation study also answered questions assessing knowledge of health effects of smoking, impact of the campaign on adolescents, and relevance of the campaign for adolescents and other groups. Responses for smokers and nonsmokers were examined.
Among the national evaluation sample, 85% of adolescent smokers thought the campaign was relevant to them. Fifty three per cent indicated that the campaign had led some teenagers to at least try to quit and 85% thought it made smoking seem less cool and desirable. Among students who were established smokers the campaign generated quitting activity, with 27% cutting down the number of cigarettes they smoked and 26% having thought about quitting.
Results indicate that adolescents were very aware of this adult focused anti-smoking campaign and thought it relevant to them. The findings suggest that a graphic health effects cessation focused campaign may have been successful in promoting anti-smoking attitudes among adolescents.
研究青少年对一项以成人为目标群体的反吸烟广告活动的认知及反应。
数据来自对青少年的两项横断面调查。第一项研究是一项全国性评估研究，于1998年对澳大利亚随机抽取的400名14至17岁青少年进行电话调查。第二项研究是对从澳大利亚维多利亚州中学概率样本中随机抽取的3714名12至17岁学生进行的调查。
在两项调查中，青少年回答了关于他们对广告活动的认知以及针对该活动所采取行动的问题。全国性评估研究中的青少年还回答了评估吸烟对健康影响的知识、该活动对青少年的影响以及该活动对青少年和其他群体的相关性的问题。对吸烟者和非吸烟者的回答进行了检查。
在全国性评估样本中，85%的青少年吸烟者认为该活动与他们相关。53%的人表示该活动已促使一些青少年至少尝试戒烟，85%的人认为这使吸烟看起来不那么酷且不那么吸引人。在已吸烟的学生中，该活动引发了戒烟行为，27%的人减少了吸烟量，26%的人考虑过戒烟。
结果表明青少年非常了解这项以成人为目标群体的反吸烟活动，并认为它与自己相关。研究结果表明，一项以直观展示健康影响及戒烟为重点的活动可能成功地在青少年中促进了反吸烟态度。
