Institute for Therapy and Health Research (IFT-Nord), Medical School, University of Kiel, Kiel, Germany.
Eur Addict Res. 2013;19(1):42-6. doi: 10.1159/000339836. Epub 2012 Aug 28.
We aimed to explain the association between exposure to a cigarette advertisement and favorable attitudes towards the advertisement.
We used data from an observational cross-sectional study with a sample of 3,415 German schoolchildren aged 10-17 years. Cigarette advertising exposure was assessed with an image of a Marlboro ad, asking for contact frequency (number of times seen the ad) and brand name. Liking of the ad was measured with two items (alpha = 0.78).
We found a positive linear association between exposure to the Marlboro ad and liking it. This association remained significant (standardized β = 0.09; p < 0.001) even after statistical control for smoking status, smoking of friends and parents, attitudes towards smoking in general, cigarette advertising receptivity (having a favorite cigarette ad), exposure to other advertisings, age, sex, socioeconomic status, rebelliousness and sensation seeking, self-reported school performance, and study region.
The association between exposure to an advertisement and liking it was robust and could not be fully explained without referring to either unmeasured confounding or implicit advertising effects (e.g. mere exposure). Implicit effects have implications for prevention strategies as it may be very difficult to counteract unconscious advertising effects.
我们旨在解释接触香烟广告与对广告持积极态度之间的关联。
我们使用了一项观察性横断面研究的数据，该研究的样本包括 3415 名年龄在 10-17 岁的德国学童。香烟广告暴露情况通过万宝路广告的图片进行评估，询问接触频率（看到广告的次数）和品牌名称。对广告的喜爱程度通过两个项目进行衡量（α=0.78）。
我们发现，接触万宝路广告与喜欢该广告之间存在正线性关联。即使在控制了吸烟状况、朋友和父母的吸烟行为、对吸烟的普遍态度、对香烟广告的接受程度（有最喜爱的香烟广告）、接触其他广告、年龄、性别、社会经济地位、叛逆和寻求刺激、自我报告的学业成绩和研究区域后，这种关联仍然显著（标准化β=0.09；p<0.001）。
接触广告与喜欢广告之间的关联是稳健的，如果不考虑未测量的混杂因素或隐含的广告效应（例如单纯的暴露），这种关联就无法得到充分解释。隐含效应对预防策略具有影响，因为对抗无意识广告效应可能非常困难。
