Belstock Sarah A, Connolly Gregory N, Carpenter Carrie M, Tucker Lindsey
Harvard School of Public Health.
J Am Coll Health. 2008 Jan-Feb;56(4):383-9. doi: 10.3200/JACH.56.44.383-390.
Advertising influences the health-related behaviors of college-aged individuals. Cigarette manufacturers aggressively market to young adults and may exploit their affinity for alcohol when creating advertisements designed to increase cigarettes' appeal. Internal tobacco industry documents reveal that cigarette manufacturers understood the popularity of alcohol among young adults and sought to produce pertinent marketing strategies.
The authors conducted a content analysis of cigarette and alcohol advertisements in young adult-oriented magazines to investigate portrayed associations between cigarettes and alcohol.
The content analysis revealed that 32 of 114 cigarette advertisements referenced alcohol and that those advertisements were more likely than others to portray active smoking. Conversely, 0 of 317 alcohol advertisements referenced cigarettes, and alcohol advertisements were only slightly more likely than cigarette advertisements to feature alcohol-related settings.
Such advertising may detrimentally affect smoking patterns of college students. An understanding of these strategies can benefit on-campus tobacco control efforts.
广告会影响大学生群体与健康相关的行为。香烟制造商大力向年轻人进行营销，在制作旨在提高香烟吸引力的广告时，可能会利用年轻人对酒精的喜爱。烟草行业内部文件显示，香烟制造商了解酒精在年轻人中的受欢迎程度，并试图制定相关营销策略。
作者对面向年轻人的杂志中的香烟和酒精广告进行了内容分析，以调查所描绘的香烟与酒精之间的关联。
内容分析显示，114则香烟广告中有32则提及酒精，且这些广告比其他广告更有可能描绘主动吸烟的场景。相反，317则酒精广告中没有一则提及香烟，而且酒精广告出现与酒精相关场景的可能性仅略高于香烟广告。
此类广告可能会对大学生的吸烟模式产生不利影响。了解这些策略有助于校园控烟工作。
