Chang Chingching
Department of Advertising, National Chengchi University, Taipei, Taiwan.
Health Commun. 2007;22(1):1-12. doi: 10.1080/10410230701310240.
A content analysis showed that cigarette advertising in Taiwan from June 2001 to May 2003 portrayed smokers as masculine, adventurous, pleasure-loving, and sociable. A survey of 1,490 high school students further indicated that smokers and nonsmokers differ in the congruency between their ideal self-images and the perceived smoker image on these 4 image dimensions. The self-smoker image congruency was greater for smokers than for nonsmokers and was positively associated with attitudes toward cigarette advertising Most important, this study demonstrated that participants' personality traits moderated self-smoker image congruency effects on smoking attitudes. Implications and suggestions for antismoking campaigns are discussed.
一项内容分析表明，2001年6月至2003年5月台湾的香烟广告将吸烟者描绘成具有男子气概、爱冒险、追求享乐且善于社交的形象。一项对1490名高中生的调查进一步表明，吸烟者和不吸烟者在这四个形象维度上的理想自我形象与所感知的吸烟者形象之间的一致性存在差异。吸烟者的自我与吸烟者形象的一致性高于不吸烟者，且与对香烟广告的态度呈正相关。最重要的是，这项研究表明参与者的个性特征调节了自我与吸烟者形象一致性对吸烟态度的影响。文中讨论了对反吸烟运动的启示和建议。
