Dirocco Danae N, Shadel William G
Department of Sociomedical Sciences, Columbia University, USA.
Addict Behav. 2007 Feb;32(2):205-13. doi: 10.1016/j.addbeh.2006.03.035. Epub 2006 May 2.
Studies have shown that increased exposure to cigarette advertising increases adolescents' risk of smoking and moreover, that gender may play an important role in moderating how cigarette advertisements are viewed and processed. However, information about the particular features of cigarette advertising that interact with gender to promote smoking among adolescents is scarce. The purpose of this study was to examine if gender moderates the degree to which the relaxation valence (i.e., degree to which relaxing themes are emphasized) of cigarette advertisements is related to smoking intentions in a sample of never smoking adolescents. Regardless of brand type (of the seven brands studied), cigarette advertisements that displayed highly relaxing images were associated with increased intentions to smoke among female adolescents only. These results have implications for understanding what features of cigarette advertisements have the most influence among different groups of adolescents.
研究表明，接触香烟广告的增加会增加青少年吸烟的风险，此外，性别可能在调节香烟广告的观看和处理方式方面发挥重要作用。然而，关于与性别相互作用以促进青少年吸烟的香烟广告的特定特征的信息却很少。本研究的目的是检验在从不吸烟的青少年样本中，性别是否会调节香烟广告的放松效价（即强调放松主题的程度）与吸烟意图之间的关联程度。无论（所研究的七个品牌中的）品牌类型如何，展示高度放松图像的香烟广告仅与女性青少年吸烟意图的增加有关。这些结果对于理解香烟广告的哪些特征在不同青少年群体中影响最大具有启示意义。
