Fischer P M, Richards J W, Berman E J, Krugman D M
Department of Family Medicine, Medical College of Georgia, Augusta, GA 30912.
JAMA. 1989 Jan 6;261(1):84-9.
The warning on tobacco advertisements was required by the federal government, presumably as a health message to educate the public about the risks associated with tobacco use. Despite its potential public health role, there have been few published studies on the effectiveness of these warnings as a health message. The present study used well-accepted market research methods to examine adolescent viewing of tobacco advertisements. Sixty-one adolescents participated in the study. Eye tracking was used to study how participants viewed five different tobacco advertisements. The average viewing time of the warning amounted to only 8% of the total advertisement viewing time. In 43.6% of cases, the warning was not viewed at all. Following the advertisement viewing, participants were asked to identify the observed warnings within a list that included other simulated warnings. Subjects did only slightly better than random guessing in this test of recognition. Using market research criteria, the federally mandated warning must be viewed as an ineffective public health message in so far as adolescents are concerned.
烟草广告上的警示是联邦政府要求的，大概是作为一种健康信息，向公众宣传与吸烟相关的风险。尽管其具有潜在的公共卫生作用，但关于这些警示作为健康信息的有效性，发表的研究却很少。本研究采用广泛认可的市场研究方法，来调查青少年对烟草广告的观看情况。61名青少年参与了这项研究。通过眼动追踪来研究参与者如何观看五条不同的烟草广告。警示的平均观看时间仅占广告总观看时间的8%。在43.6%的情况下，警示根本未被观看。观看广告后，要求参与者从包含其他模拟警示的列表中识别出所观察到的警示。在这项识别测试中，受试者的表现仅略好于随机猜测。按照市场研究标准，就青少年而言，联邦政府强制要求的警示必须被视为无效的公共卫生信息。
