三项大众媒体宣传活动对青少年吸烟相关变量的影响：一项现场实验的结果
The influence of three mass media campaigns on variables related to adolescent cigarette smoking: results of a field experiment.
作者信息
Bauman K E, LaPrelle J, Brown J D, Koch G G, Padgett C A
机构信息
Department of Health Behavior and Health Education, School of Public Health, University of North Carolina, Chapel Hill 27599-7400.
出版信息
Am J Public Health. 1991 May;81(5):597-604. doi: 10.2105/ajph.81.5.597.
Abstract
BACKGROUND
This paper reports findings from a field experiment that evaluated mass media campaigns designed to prevent cigarette smoking by adolescents.
METHODS
The campaigns featured radio and television messages on expected consequences of smoking and a component to stimulate personal encouragement of peers not to smoke. Six Standard Metropolitan Statistical Areas in the Southeast United States received campaigns and four served as controls. Adolescents and mothers provided pretest and posttest data in their homes.
RESULTS AND CONCLUSIONS
The radio campaign had a modest influence on the expected consequences of smoking and friend approval of smoking, the more expensive campaigns involving television were not more effective than those with radio alone, the peer-involvement component was not effective, and any potential smoking effects could not be detected.
摘要
背景
本文报告了一项实地实验的结果，该实验评估了旨在预防青少年吸烟的大众媒体宣传活动。
方法
这些宣传活动以广播和电视信息为特色，内容涉及吸烟的预期后果，以及一个鼓励个人劝同龄人不要吸烟的部分。美国东南部的六个标准大都市统计区接受了宣传活动，四个作为对照。青少年和母亲们在自己家中提供了测试前和测试后的数据。
结果与结论
广播宣传活动对吸烟的预期后果和朋友对吸烟的认可有一定影响；成本更高的涉及电视的宣传活动并不比仅使用广播的活动更有效；同伴参与部分无效；且未发现任何潜在的吸烟影响。
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