Sterling Kymberle L, Fryer Craig S, Majeed Ban, Duong Melissa M
Division of Health Promotion and Behavior, School of Public Health, Georgia State University, Atlanta, GA 30033, USA and Department of Behavioral and Community Health, School of Public Health, University of Maryland, College Park, MD 20742-2611, USA
Division of Health Promotion and Behavior, School of Public Health, Georgia State University, Atlanta, GA 30033, USA and Department of Behavioral and Community Health, School of Public Health, University of Maryland, College Park, MD 20742-2611, USA.
Health Educ Res. 2015 Feb;30(1):152-61. doi: 10.1093/her/cyu035. Epub 2014 Jun 23.
The objective of our study was to identify waterpipe tobacco smoking advertisements and those that promoted a range of products and accessories used to smoke waterpipe tobacco. The content of these advertisements was analyzed to understand the messages portrayed about waterpipe tobacco smoking in young adult (aged 18-30) newspapers. The study methods include monitoring of six newspapers targeting young adults from four major cities in the Southeastern United States over a 6-month period. A total of 87 advertisements were found; 73.5% (64) were distinct and content analyzed. The study results showed that of the advertisements analyzed, 25% advertised waterpipe tobacco smoking, 54.7% featured waterpipe tobacco smoking and other tobacco use, 14.1% featured non-tobacco waterpipe variants (i.e. vaporizers), and 6.3% featured waterpipe apparatus accessories (e.g. charcoal, hoses). The sociability (34%) and sensuality (29.7%) of waterpipe smoking were promoted themes. Alternative to cigarette use messages (3.1%), and harm-reduction messages (17.1%) emphasized that smoking waterpipe tobacco using the featured accessory or waterpipe variant was a healthier experience than cigarette smoking. The study concluded that the messages that promoted waterpipe tobacco smoking to young adults are parallel to those used to promote cigarette use. Tobacco control professionals should continue to monitor young adult newspapers as a source of waterpipe-related advertising.
我们研究的目的是识别水烟吸食广告以及那些推广一系列用于吸食水烟的产品和配件的广告。对这些广告的内容进行分析，以了解在美国东南部四个主要城市针对年轻人（18 - 30岁）的报纸上所描绘的关于水烟吸食的信息。研究方法包括在6个月的时间内监测针对美国东南部四个主要城市年轻人的六份报纸。总共发现了87则广告；其中73.5%（64则）是不同的并进行了内容分析。研究结果表明，在分析的广告中，25%宣传水烟吸食，54.7%展示水烟吸食及其他烟草使用，14.1%展示非烟草类水烟变体（即蒸发器），6.3%展示水烟器具配件（如炭、软管）。水烟吸食的社交性（34%）和感官享受性（29.7%）是被宣传的主题。替代香烟使用的信息（3.1%）以及减少危害的信息（17.1%）强调，使用特色配件或水烟变体吸食水烟比吸食香烟是一种更健康的体验。该研究得出结论，向年轻人推广水烟吸食的信息与用于推广香烟使用的信息类似。烟草控制专业人员应继续监测针对年轻人的报纸，将其作为与水烟相关广告的一个来源。
