Cancer Council Victoria, 1 Rathdowne Street, Carlton, VIC 3053, Australia.
World Lung Foundation, 61 Broadway, Suite 2800, NY 10006, USA.
Soc Sci Med. 2013 Dec;98:204-13. doi: 10.1016/j.socscimed.2013.09.022. Epub 2013 Oct 3.
Unlike high income countries, there is limited research to guide selection of anti-tobacco mass media campaigns in low and middle income countries, although some work suggests that messages emphasizing serious health harms perform better than other message types. This study aimed to determine whether certain types of anti-smoking advertisements are more likely to be accepted and perceived as effective across smokers in 10 low to middle income countries. 2399 18-34 year old smokers were recruited in Bangladesh, China, Egypt, India, Indonesia, Mexico, Philippines, Russia, Turkey and Vietnam to view and rate 10 anti-tobacco ads. Five ads were shown in all countries and five ads were chosen by country representatives, providing a total of 37 anti-smoking ads across all countries (10 graphic health effects ads, 6 simulated health effects, 8 emotional stories of health effects, 7 other health effects and 6 non-health effects). Smokers rated ads on a series of 5-point scales containing aggregated measures of Message Acceptance and Perceived Effectiveness. All ads and materials were translated into the local language of the testing regions. In multivariate analysis, graphic health effects ads were most likely to be accepted and perceived as effective, followed by simulated health effects ads, health effects stories, other health effects ads, and then non-health effects ads. Interaction analyses indicated that graphic health effects ads were less likely to differ in acceptance or perceived effectiveness across countries, gender, age, education, parental status and amount smoked, and were less likely to be affected by cultural differences between characters and contexts in ads and those within each country. Ads that did not emphasize the health effects of smoking were most prone to inconsistent impact across countries and population subgroups. Graphic ads about the negative health effects of smoking may be most suitable for wide population broadcast in low and middle income countries.
与高收入国家不同，针对中低收入国家的控烟大众媒体宣传活动，其选择缺乏足够的研究指导，尽管一些研究表明，强调严重健康危害的信息比其他信息类型的效果更好。本研究旨在确定在 10 个中低收入国家的吸烟者中，某些类型的反吸烟广告是否更有可能被接受并被认为是有效的。在孟加拉国、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，共招募了 2399 名 18-34 岁的吸烟者，让他们观看和评价 10 个反吸烟广告。所有国家都播放了 5 个广告，而 5 个广告则由各国代表选择，从而在所有国家提供了 37 个反吸烟广告（10 个图形健康影响广告、6 个模拟健康影响广告、8 个健康影响情感故事、7 个其他健康影响广告和 6 个非健康影响广告）。吸烟者根据一系列 5 分制量表对广告进行评价，其中包含对信息接受度和感知有效性的综合衡量。所有广告和材料都被翻译成测试地区的当地语言。在多变量分析中，图形健康影响广告最有可能被接受和被认为是有效的，其次是模拟健康影响广告、健康影响故事、其他健康影响广告，然后是非健康影响广告。交互分析表明，图形健康影响广告在不同国家、性别、年龄、教育程度、父母状况和吸烟量方面，在接受度或感知有效性方面的差异不大，而且不太容易受到广告中角色和背景的文化差异以及每个国家内部文化差异的影响。不强调吸烟对健康影响的广告在不同国家和人群亚组中最容易产生不一致的影响。不强调吸烟对健康影响的广告在不同国家和人群亚组中最容易产生不一致的影响。不强调吸烟对健康影响的广告在不同国家和人群亚组中最容易产生不一致的影响。不强调吸烟对健康影响的广告在不同国家和人群亚组中最容易产生不一致的影响。强调吸烟对健康的负面影响的图形广告可能最适合在中低收入国家进行广泛的大众传播。
