Klitzner M, Gruenewald P J, Bamberger E
Pacific Institute for Research and Evaluation, Air Rights Center, Bethesda, MD 20814.
Br J Addict. 1991 Mar;86(3):287-98. doi: 10.1111/j.1360-0443.1991.tb01781.x.
The extent to which cigarette advertising contributes to increases in smoking has been debated by public health professionals and the tobacco industry. One aspect of this debate has been the degree to which advertising influences smoking among adolescents. Previous research suggests that there are significant relationships between measures of advertising and smoking. However, potential simultaneous relationships between these measures have not been addressed. Observed correlations may arise from the effects of advertising on smoking or from smokers' selective exposure to advertisements. This study examined relationships between cigarette advertising and smoking experimentation. Using environmental and psychological measures of advertising exposure, it was demonstrated that adolescents who experimented with cigarettes were better able to recognize advertised products than those who had not, a selective exposure effect. Conversely, subjects who were better at recognizing advertised brands were more likely to have experimented with cigarettes, an effect due to their exposure to cigarette advertising.
香烟广告在多大程度上导致吸烟人数增加，一直是公共卫生专业人员和烟草行业争论的焦点。这场争论的一个方面是广告对青少年吸烟的影响程度。先前的研究表明，广告措施与吸烟之间存在显著关系。然而，这些措施之间潜在的同步关系尚未得到探讨。观察到的相关性可能源于广告对吸烟的影响，也可能源于吸烟者对广告的选择性接触。本研究考察了香烟广告与吸烟尝试之间的关系。通过使用广告曝光的环境和心理测量方法，研究表明，尝试吸烟的青少年比未尝试吸烟的青少年更能识别广告中的产品，这是一种选择性接触效应。相反，更擅长识别广告品牌的受试者更有可能尝试吸烟，这是他们接触香烟广告的结果。
