Allen Jane A, Davis K C, Kamyab K, Farrelly M C
Public Health Policy Research Program, RTI International, 3040 East Cornwallis Road, Research Triangle Park, NC 27709-2194, USA
Public Health Policy Research Program, RTI International, 3040 East Cornwallis Road, Research Triangle Park, NC 27709-2194, USA.
Health Educ Res. 2015 Feb;30(1):87-97. doi: 10.1093/her/cyu067. Epub 2014 Dec 11.
This study explores whether exposure to advertisements that focus on the negative effects of tobacco industry advertising and promotion at the point of sale (anti-POS advertising) influence: (i) attitude toward POS advertising; (ii) perceived impact of POS advertising on youth smoking; and (iii) support for a ban on tobacco promotion at the POS among adult non-smokers in New York. Data are from a split-sample, experimental study, using an online media tracking survey with embedded TV, radio and print advertising. Exposure to anti-POS advertising was associated with higher odds of holding a negative attitude toward POS advertising (OR 2.43, P < 0.001) and support for a ban on tobacco promotion at the POS (OR 1.77, P < 0.05), but not with perceived impact of POS tobacco advertisements on youth smoking. Findings suggest the possibility that a mass media campaign could be used to influence public attitude toward POS advertising and support for a ban on tobacco promotion at the POS.
本研究探讨接触关注烟草行业在销售点的广告和促销负面影响的广告（反销售点广告）是否会影响：（i）对销售点广告的态度；（ii）对销售点广告对青少年吸烟的感知影响；以及（iii）纽约成年非吸烟者对销售点烟草促销禁令的支持度。数据来自一项分样本实验研究，采用嵌入电视、广播和平面广告的在线媒体跟踪调查。接触反销售点广告与对销售点广告持负面态度的较高几率相关（比值比2.43，P<0.001）以及对销售点烟草促销禁令的支持度相关（比值比1.77，P<0.05），但与销售点烟草广告对青少年吸烟的感知影响无关。研究结果表明，有可能利用一场大众媒体宣传活动来影响公众对销售点广告的态度以及对销售点烟草促销禁令的支持度。
