Niederdeppe Jeff, Fiore Michael C, Baker Timothy B, Smith Stevens S
Robert Wood Johnson Foundation Health and Society Scholar, Department of Population Health Sciences, University of Wisconsin, Room 707, WARF Building, 610 Walnut St, Madison, WI 53726-2397, USA.
Am J Public Health. 2008 May;98(5):916-24. doi: 10.2105/AJPH.2007.117499. Epub 2008 Apr 1.
We examined whether the impact of televised smoking cessation ads differed by a population's education and income.
We used longitudinal data from the Wisconsin Behavioral Health Survey, a statewide sample of 452 adult smokers who were interviewed in 2003 to 2004 and followed up 1 year later. Logistic regression was used to assess whether baseline recall of secondhand smoke ads and "keep trying to quit" ads was associated with quit attempts and smoking abstinence at 1 year. Interaction terms were used to assess whether these associations differed by the smokers' education and income levels.
Overall, neither keep-trying-to-quit nor secondhand smoke ad recall was associated with quit attempts or smoking abstinence. Keep-trying-to-quit ads were significantly more effective in promoting quit attempts among higher-versus lower-educated populations. No differences were observed for secondhand smoke ads by the smokers' education or income levels.
Some media campaign messages appear less effective in promoting quit attempts among less-educated populations compared with those who have more education. There is a need to develop media campaigns that are more effective with less-educated smokers.
我们研究了电视戒烟广告的影响是否因人群的教育程度和收入水平而异。
我们使用了来自威斯康星州行为健康调查的纵向数据，该调查是对452名成年吸烟者进行的全州范围抽样调查，于2003年至2004年进行访谈，并在1年后进行随访。使用逻辑回归来评估对二手烟广告和“继续尝试戒烟”广告的基线回忆是否与1年后的戒烟尝试和戒烟情况相关。交互项用于评估这些关联是否因吸烟者的教育程度和收入水平而异。
总体而言，对“继续尝试戒烟”广告和二手烟广告的回忆均与戒烟尝试或戒烟情况无关。“继续尝试戒烟”广告在促进高学历人群与低学历人群的戒烟尝试方面显著更有效。在吸烟者的教育程度或收入水平方面，二手烟广告未观察到差异。
与受教育程度较高的人群相比，一些媒体宣传信息在促进受教育程度较低人群的戒烟尝试方面似乎效果较差。有必要开展对受教育程度较低的吸烟者更有效的媒体宣传活动。
