Centre for Behavioural Research in Cancer, Cancer Council, Victoria, Australia.
Tob Control. 2013 Jan;22(1):24-31. doi: 10.1136/tobaccocontrol-2011-050171. Epub 2011 Oct 12.
While television advertisements (ads) that communicate the serious harms of smoking are effective in prompting quitting-related thoughts and actions, little research has been conducted among smokers in low- to middle-income countries to guide public education efforts.
2399 smokers aged 18-34 years in 10 low- to middle-income countries (Bangladesh, China, Egypt, India, Indonesia, Mexico, Philippines, Russia, Turkey and Vietnam) viewed and individually rated the same five anti-smoking ads on a standard questionnaire and then engaged in a structured group discussion about each ad. Multivariate logistic regression analysis, with robust SEs to account for the same individual rating multiple ads, was performed to compare outcomes (message acceptance, perceived personalised effectiveness, feel uncomfortable, likelihood of discussing the ad) across ads and countries, adjusting for covariates. Ads by country interactions were examined to assess consistency of ratings across countries.
Three ads with graphic imagery performed consistently highly across all countries. Two of these ads showed diseased human tissue or body parts, and a third used a disgust-provoking metaphor to demonstrate tar accumulation in smokers' lungs. A personal testimonial ad performed more variably, as many smokers did not appreciate that the featured woman's lung cancer was due to smoking or that her altered physical appearance was due to chemotherapy. An ad using a visual metaphor for lung disease was also more variable, mostly due to lack of understanding of the term 'emphysema'.
Television ads that graphically communicate the serious harms of tobacco use are likely to be effective with smokers in low- to middle-income countries and can be readily translated and adapted for local use. Ads with complex medical terms or metaphors, or those that feature personal testimonials, are more variable and at least require more careful pre-testing and adaptation to maximise their potential.
虽然传达吸烟严重危害的电视广告（电视广告）在促使戒烟相关的想法和行动方面非常有效，但在中低收入国家的吸烟者中，很少有研究来指导公共教育工作。
来自 10 个中低收入国家（孟加拉国、中国、埃及、印度、印度尼西亚、墨西哥、菲律宾、俄罗斯、土耳其和越南）的 2399 名年龄在 18-34 岁的吸烟者在标准问卷上观看并单独对相同的五个反吸烟广告进行了评分，然后就每个广告进行了结构化的小组讨论。使用多元逻辑回归分析，采用稳健的标准误来考虑个体对多个广告的评分，以比较广告和国家之间的结果（信息接受度、感知个性化有效性、感到不适、讨论广告的可能性），并调整了协变量。还检查了按国家划分的广告相互作用，以评估各国之间评分的一致性。
三个具有图形图像的广告在所有国家都表现出色。其中两个广告展示了患病的人体组织或身体部位，第三个广告使用令人作呕的隐喻来说明吸烟者肺部焦油的堆积。一则个人证言广告的表现则更为多变，因为许多吸烟者并不认为广告中女性的肺癌是由于吸烟引起的，或者她的外貌改变是由于化疗引起的。一则使用肺部疾病视觉隐喻的广告也更加多变，主要是因为人们不理解“肺气肿”一词。
以图形方式传达吸烟严重危害的电视广告很可能对中低收入国家的吸烟者有效，并且可以轻松地进行翻译和改编，以用于当地使用。那些包含复杂医学术语或隐喻的广告，或者那些以个人证言为特色的广告，其效果则更为多变，至少需要更仔细的预测试和调整，以最大限度地发挥其潜力。
