a Sydney School of Public Health , University of Sydney , Sydney.
J Health Commun. 2014;19(1):41-56. doi: 10.1080/10810730.2013.798375. Epub 2013 Aug 22.
The authors investigated the potential for antismoking advertising to generate interpersonal pressure on smokers to quit using the Cancer Institute NSW's Tobacco Tracking Survey, a telephone tracking survey of adult smokers conducted throughout the year with approximately 50 interviews per week (N = 5,448). The survey includes questions relating to recently broadcast antismoking advertisements, including whether smokers have received pressure from family and friends as a result of their seeing the advertisements. The authors conducted multivariate logistic regression analyses to predict: (a) receiving ad-stimulated interpersonal pressure; and (b) quitting outcomes. All analyses controlled for smoker characteristics and potential exposure to the advertisements. Compared with ads coded as having a low level of emotion (by independent coders), ads coded as highly emotional were more likely to have generated interpersonal pressure. Ad-stimulated interpersonal pressure was associated with an increased likelihood of recent quit attempts and with salient quitting thoughts, with a greater effect on quitting thoughts for interpersonal pressure generated by highly and moderately emotional ads. These results support previous research suggesting that highly emotional antismoking ads with personal stories or graphic imagery are effective in promoting smoking cessation, and these results help to identify communication processes that contribute to the ads' success.
作者利用新南威尔士癌症研究所的烟草追踪调查（一项针对成年吸烟者的电话追踪调查，全年每周大约进行 50 次访谈，受访者人数为 5448 人）来研究反吸烟广告是否可能对吸烟者产生人际压力，从而促使他们戒烟。该调查包括与最近播出的反吸烟广告有关的问题，例如吸烟者是否因看到广告而受到家人和朋友的压力。作者进行了多元逻辑回归分析，以预测：(a) 接受广告刺激的人际压力；以及 (b) 戒烟结果。所有分析均控制了吸烟者的特征和潜在的广告暴露情况。与被编码为情绪水平低的广告（由独立编码员编码）相比，被编码为情绪水平高的广告更有可能产生人际压力。广告刺激的人际压力与近期戒烟尝试的可能性增加以及戒烟想法的突出有关，对于高度和中度情绪化广告产生的人际压力，对戒烟想法的影响更大。这些结果支持了先前的研究，表明具有个人故事或图形图像的高情绪化反吸烟广告在促进戒烟方面是有效的，这些结果有助于确定有助于广告成功的沟通过程。
