Friedman Katherine L, Roberts Megan E, Keller-Hamilton Brittney, Yates Katherine A, Paskett Electra D, Berman Micah L, Slater Michael D, Lu Bo, Ferketich Amy K
a OSU College of Public Health, The Ohio State University, Columbus , Ohio , USA.
b Harvard Medical School , Boston , Massachusetts, USA.
Subst Use Misuse. 2018 Aug 24;53(10):1706-1714. doi: 10.1080/10826084.2018.1429473. Epub 2018 Feb 13.
Previous studies have examined what adolescents find appealing in tobacco and alcohol advertisements and how different themes in advertisements are used to manipulate consumer behaviors. Yet, we know little about the relationship between the themes portrayed in advertisements and youth attitudes towards those themes.
This study compared attitudes towards advertisements for different consumer products in a sample of urban and rural adolescent boys in order to examine how key marketing themes impact adolescent attitudes towards those advertisements.
Participants were 11- to 16-year-old boys (N = 1220) residing in either urban or rural Ohio Appalachian counties. Each participant viewed five print advertisements (one each for cigarettes, electronic cigarettes (e-cigarettes), smokeless tobacco (SLT), non-alcoholic beverages, and alcohol), presented in a random order, for eight seconds each. All advertisements had appeared in magazines that adolescent males commonly read. Attitudes towards each of the five advertisements were assessed. The advertisements were then coded for the presence of various themes, including social acceptance and masculinity. Analyses were conducted to determine associations between advertisement type and the attitude measure, and between the presence of a theme and the attitude measure.
Overall, participants preferred non-tobacco advertisements to tobacco advertisements, rural participants had less positive attitudes and participants who had peers who used tobacco had more positive attitudes. Social acceptance and entertainment themes increased the appeal of SLT advertisements, and sex appeal increased the appeal of e-cigarette advertisements. Conclusions/Importance: Findings suggest that advertisements that promote the social nature of use in SLT advertisements may be of particular concern for their influence on adolescent boys.
以往的研究探讨了青少年认为烟草和酒精广告中的哪些内容具有吸引力，以及广告中的不同主题是如何被用来操纵消费者行为的。然而，我们对广告中所描绘的主题与青少年对这些主题的态度之间的关系知之甚少。
本研究比较了城市和农村青少年男性样本对不同消费品广告的态度，以考察关键营销主题如何影响青少年对这些广告的态度。
参与者为居住在俄亥俄州阿巴拉契亚城乡的11至16岁男孩（N = 1220）。每位参与者观看五则平面广告（分别为香烟、电子烟、无烟烟草、非酒精饮料和酒精广告各一则），广告随机呈现，每则观看8秒。所有广告均曾出现在青少年男性常读的杂志上。对五则广告中的每一则的态度进行评估。然后对广告中各种主题的呈现进行编码，包括社会接受度和男子气概。进行分析以确定广告类型与态度测量之间、主题的呈现与态度测量之间的关联。
总体而言，参与者更喜欢非烟草广告而非烟草广告，农村参与者的态度较不积极，有使用烟草的同伴的参与者态度更积极。社会接受度和娱乐主题增加了无烟烟草广告的吸引力，性感诉求增加了电子烟广告的吸引力。结论/重要性：研究结果表明，无烟烟草广告中宣扬使用的社会性质的广告可能因其对青少年男性的影响而特别值得关注。
