Niederdeppe Jeff, Kellogg Maxwell, Skurka Christofer, Avery Rosemary J
Department of Communication, Cornell University, Ithaca, New York, USA
Department of Policy Analysis and Management, Cornell University, Ithaca, New York, USA.
Tob Control. 2017 Mar 18. doi: 10.1136/tobaccocontrol-2016-053506.
This study tests whether exposure to state antismoking media campaigns is associated with increased support for comprehensive bans on smoking indoors and cigarette advertising.
We combine commercially available data on market-level state-sponsored antismoking advertisements with three waves of the Current Population Survey's Tobacco Use Supplement to test the relationship between market-level volume of state antismoking advertising exposure and support for tobacco control policy between 2001 and 2002. We use logistic regression to assess which message themes employed in the advertisements are associated with increased support for tobacco control policy.
The overall market-level volume of exposure to state antismoking ads targeted to adults or the general population was associated with significant increases in support for comprehensive indoor smoking bans. These effects were driven by exposure to ads emphasising the health consequences of smoking to others, anti-industry appeals and irrationality/addiction appeals. Evidence of campaign impact on support for tobacco advertising bans was less clear and, when statistically significant, small in magnitude relative to the impact of the state economic and tobacco control policy environment.
This study shows that that large-scale antismoking media campaigns can have a meaningful secondary impact on support for comprehensive indoor smoking bans. Future research should identify the conditions under which mass media campaigns primarily targeting smoking behaviour may influence public support for a variety of other tobacco control policies.
本研究旨在测试接触州级反吸烟媒体宣传活动是否与对室内全面禁烟和香烟广告禁令的支持度增加有关。
我们将市场层面州级赞助的反吸烟广告的商业可用数据与当前人口调查烟草使用补充部分的三轮数据相结合，以测试2001年至2002年期间市场层面州级反吸烟广告曝光量与对烟草控制政策的支持之间的关系。我们使用逻辑回归来评估广告中采用的哪些信息主题与对烟草控制政策的支持度增加有关。
针对成年人或普通人群的州级反吸烟广告的总体市场层面曝光量与对全面室内禁烟的支持度显著增加有关。这些影响是由接触强调吸烟对他人健康后果、反行业呼吁以及非理性/成瘾呼吁的广告所驱动的。宣传活动对烟草广告禁令支持度的影响证据不太明确，而且在具有统计学意义时，相对于州经济和烟草控制政策环境的影响而言规模较小。
本研究表明，大规模反吸烟媒体宣传活动对全面室内禁烟的支持度可能会产生有意义的次要影响。未来的研究应确定主要针对吸烟行为的大众媒体宣传活动可能影响公众对各种其他烟草控制政策支持的条件。
