School of Public Health & Health Systems, University of Waterloo, 200 University Avenue West, Waterloo, ON, N2L 3G1, Canada.
Cancer Causes Control. 2012 Mar;23 Suppl 1(0 1):57-67. doi: 10.1007/s10552-012-9902-4. Epub 2012 Feb 24.
Pictorial health warnings on cigarette packages are a prominent and effective means of communicating the risks of smoking; however, there is little research on effective types of message content and socio-demographic effects. This study tested message themes and content of pictorial warnings in Mexico.
Face-to-face surveys were conducted with 544 adult smokers and 528 youth in Mexico City. Participants were randomized to view 5-7 warnings for two of 15 different health effects. Warnings for each health effect included a text-only warning and pictorial warnings with various themes: "graphic" health effects, "lived experience", symbolic images, and testimonials.
Pictorial health warnings were rated as more effective than text-only warnings. Pictorial warnings featuring "graphic" depictions of disease were significantly more effective than symbolic images or experiences of human suffering. Adding testimonial information to warnings increased perceived effectiveness. Adults who were female, older, had lower education, and intended to quit smoking rated warnings as more effective, although the magnitude of these differences was modest. Few interactions were observed between socio-demographics and message theme.
Graphic depictions of disease were perceived by youth and adults as the most effective warning theme. Perceptions of warnings were generally similar across socio-demographic groups.
烟盒上的图片健康警示是一种宣传吸烟危害的有效且突出的手段；然而，关于有效信息内容类型和社会人口统计学影响的研究还很少。本研究在墨西哥测试了图片健康警示的信息主题和内容。
在墨西哥城，对 544 名成年吸烟者和 528 名青少年进行了面对面调查。参与者被随机分配观看两种 15 种不同健康影响中的 5-7 种警告。每种健康影响的警告包括仅文字警告和带有各种主题的图片警告：“图形”健康影响、“生活经历”、象征性图像和证言。
图片健康警示比仅文字警告被认为更有效。与象征性图像或人类痛苦经历相比，展示疾病“图形”描述的图片警示明显更有效。在警告中添加证言信息会增加感知的有效性。女性、年龄较大、教育程度较低且打算戒烟的成年人认为警告更有效，尽管这些差异的幅度不大。很少观察到社会人口统计学和信息主题之间的相互作用。
疾病的图形描述被年轻人和成年人认为是最有效的警示主题。对警示的看法在社会人口统计学群体中通常相似。
