美国针对年轻人的电子烟营销。
Youth-Targeted E-cigarette Marketing in the US.
作者信息
Padon Alisa A, Maloney Erin K, Cappella Joseph N
机构信息
Annenberg School for Communication, Tobacco Center of Regulatory Science, Philadelphia, PA.
出版信息
Tob Regul Sci. 2017 Jan;3(1):95-101. doi: 10.18001/TRS.3.1.9.
Abstract
OBJECTIVES
The purpose of this project was to explore the extent to which e-cigarette advertisements use youth-appealing content.
METHODS
A sample of e-cigarette video ads (N = 154) were coded by 3 independent coders using the content appealing to youth (CAY) index, which measures over 40 youth-appealing features. To calculate a total CAY score for each ad, scores were normalized and summed such that a higher score represented the presence of more youth-appealing elements.
RESULTS
All ads included some youth-appealing content, with frequent use of emotional appeals, including happiness (68%), friendship (41%), sex (24%), and success (24%). Over half featured animation. However, product appeals, known to be disliked by youth, were also prevalent. Eighty-seven percent used a direct appeal to e-cigarettes' value over tobacco cigarettes; 66% mentioned product composition; and 40% mentioned health.
CONCLUSIONS
Given the unregulated context in the US, e-cigarette marketing currently contains many features that may be particularly appealing to youth.
摘要
目的
本项目旨在探究电子烟广告使用吸引年轻人内容的程度。
方法
3名独立编码员使用吸引年轻人内容（CAY）指数对一份电子烟视频广告样本（N = 154）进行编码，该指数衡量40多种吸引年轻人的特征。为计算每个广告的CAY总分，对分数进行归一化处理并求和，分数越高表示存在越多吸引年轻人的元素。
结果
所有广告都包含一些吸引年轻人的内容，频繁使用情感诉求，包括快乐（68%）、友谊（41%）、性（24%）和成功（24%）。超过一半的广告有动画元素。然而，已知不受年轻人喜欢的产品诉求也很普遍。87%的广告直接宣传电子烟相对于卷烟的价值；66%提到了产品成分；40%提到了健康。
结论
鉴于美国缺乏监管，目前电子烟营销包含许多可能对年轻人特别有吸引力的特征。
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