Evans Abigail T, Peters Ellen, Keller-Hamilton Brittney, Loiewski Christopher, Slater Michael D, Lu Bo, Roberts Megan E, Ferketich Amy K
Research Scientist, Public Health Research & Translational Science, Battelle Memorial Institute, Baltimore, MD.
Professor, Department of Psychology, Ohio State University, Columbus, OH.
Tob Regul Sci. 2018 May;4(3):79-87. doi: 10.18001/TRS.4.3.7.
In the U.S., print advertisements for smokeless tobacco (SLT) feature a large black-and-white text warning covering 20% of the advertisement space. Cigarette and e-cigarette advertisements feature a small warning covering approximately 4% of advertisement space. We explored how warning size affects adolescent boys' spontaneous recollection of the warning, brand-relevant advertisement features, and product risks.
1,220 adolescent males (ages 11-16) viewed SLT, cigarette, and e-cigarette advertisements. After each advertisement, boys were asked to recall what they remembered most. Coders identified recalls of the warning label, brand-relevant advertisement features, and risks associated with the product in responses.
Participants were less likely to recall warnings in the cigarette vs. SLT (OR=0.30, p<0.001) and e-cigarette vs. SLT (OR=0.15, p<0.001) ads. Separate GEEs revealed that boys who recalled warnings were less likely to mention brand-relevant advertisement features (OR's<0.32, p's<0.001). Logistic regressions revealed that boys who recalled the warnings were more likely to mention risks associated with the products (OR's>3.50, p's<0.001).
Youth are more likely to recall large SLT warnings than small cigarette and e-cigarette warnings. Warning recall is associated with lower likelihood of recalling brand-relevant advertisement features and greater likelihood of mentioning product risks.
在美国，无烟烟草（SLT）的平面广告中有一个占广告空间20%的大型黑白文字警告。香烟和电子烟广告中的警告较小，占广告空间约4%。我们探究了警告大小如何影响青少年男性对警告、与品牌相关的广告特征以及产品风险的自发回忆。
1220名青少年男性（年龄11 - 16岁）观看了无烟烟草、香烟和电子烟广告。每看完一则广告后，男孩们被要求回忆他们印象最深的内容。编码人员在回答中识别出对警告标签、与品牌相关的广告特征以及与产品相关风险的回忆。
与无烟烟草广告相比，参与者在香烟广告（OR = 0.30，p < 0.001）和电子烟广告（OR = 0.15，p < 0.001）中回忆起警告的可能性较小。单独的广义估计方程显示，回忆起警告的男孩提及与品牌相关广告特征的可能性较小（OR值<0.32，p值<0.001）。逻辑回归显示，回忆起警告的男孩更有可能提及与产品相关的风险（OR值>3.50，p值<0.001）。
与香烟和电子烟的小警告相比，青少年更容易回忆起无烟烟草的大警告。警告回忆与回忆与品牌相关广告特征的较低可能性以及提及产品风险的较高可能性相关。
