RTI International, 3040 Cornwallis Road, PO Box 12194, Research Triangle Park, NC 27709, USA.
Tob Control. 2011 Jul;20(4):279-84. doi: 10.1136/tc.2010.042234. Epub 2011 Feb 2.
To understand the relative effectiveness of television advertisements that differ in their thematic focus and portrayals of negative emotions and/or graphic images in promoting calls to a smokers' quitline.
Regression analysis is used to explain variation in quarterly media market-level per smoker calls to the New York State Smokers' Quitline from 2001 to 2009. The primary independent variable is quarterly market-level delivery of television advertisements measured by target audience rating points (TARPs). Advertisements were characterised by their overall objective--promoting cessation, highlighting the dangers of secondhand smoke (SHS) or other--and by their portrayals of strong negative emotions and graphic images.
Per smoker call volume is positively correlated with total TARPs (p<0.001), and cessation advertisements are more effective than SHS advertisements in promoting quitline call volume. Advertisements with graphic images only or neither strong negative emotions nor graphic images are associated with higher call volume with similar effect sizes. Call volume was not significantly associated with the number of TARPs for advertisements with strong negative emotions only (p=0.71) or with both graphic images and strong emotions (p=0.09).
Exposure to television advertisements is strongly associated with quitline call volume, and both cessation and SHS advertisements can be effective. The use of strong negative emotions in advertisements may be effective in promoting smoking cessation in the population but does not appear to influence quitline call volume. Further research is needed to understand the role of negative emotions in promoting calls to quitlines and cessation more broadly among the majority of smokers who do not call quitlines.
了解主题重点不同、呈现负面情绪和/或图形图像的电视广告在促进吸烟者拨打戒烟热线方面的相对效果。
回归分析用于解释 2001 年至 2009 年期间，每季度从纽约州吸烟者戒烟热线拨打的吸烟者数量的媒体市场水平变化。主要的独立变量是按目标受众收视率（TARPs）衡量的每季度市场水平的电视广告投放量。广告的特点是其总体目标——促进戒烟、突出二手烟（SHS）的危害或其他方面，以及对强烈负面情绪和图形图像的呈现。
每季度吸烟者的通话量与 TARPs 总量呈正相关（p<0.001），并且戒烟广告比 SHS 广告更能促进戒烟热线的通话量。只有图形图像或既没有强烈负面情绪也没有图形图像的广告与类似效应大小的更高通话量相关。只有强烈负面情绪的广告（p=0.71）或同时具有图形图像和强烈情绪的广告（p=0.09）的 TARPs 数量与通话量无显著关联。
接触电视广告与戒烟热线通话量密切相关，戒烟和 SHS 广告都可能有效。广告中使用强烈的负面情绪可能在促进人群戒烟方面有效，但似乎不会影响戒烟热线的通话量。需要进一步研究以了解负面情绪在更广泛地促进戒烟热线和戒烟方面的作用，特别是在大多数不拨打戒烟热线的吸烟者中。
