Department of Health and Kinesiology, University of Utah, Salt Lake City, UT, USA.
Brooks College of Health, University of North Florida, Jacksonville, FL, USA.
Nicotine Tob Res. 2021 Aug 18;23(9):1536-1541. doi: 10.1093/ntr/ntab043.
Advertisement warnings are often overlooked, which reduces the opportunity for risk communication.
We used Prolific to survey 1131 young adults (18-35) who currently used e-cigarettes or tobacco products. We randomized participants to one of four warning conditions: black text on white background (BW), white on black (WB), black on yellow (BY), and yellow on black (YB). We examined associations between condition and attention, recall, ad appeal, perceived message effectiveness (PME), and intentions to use e-cigarettes using chi-square and analysis of variance (ANOVA) where appropriate. We conducted logistic regressions by condition for attention and recall controlling for demographics and tobacco use.
The warning was selected as the most attention-capturing area of the advertisement more often by those exposed to yellow warnings than white (59.9% vs. 46.8%), even after controlling for demographics and tobacco use (p < .05). Recall was greater among those exposed to yellow warnings than white (44.2% vs. 37.3%), which held in controlled models. There were no significant differences between yellow and white warnings for ad appeals, PME, or intentions to use. In subanalyses, WB warnings generated higher PME (10.1 vs. 9.5) and lower intentions to use e-cigarettes (3.0 vs. 3.3) than black on white (BW) (each p < .05).
Yellow warning color increases attention and recall of the warning, but this increase in attention did not translate to differences in downstream effects. Among currently mandated warning variations, the white text on black background warning appears more effective than the BW. Future research should examine whether differences translate to behavior change.
We tested color variations of the FDA-mandated nicotine text warning on e-cigarette advertisements. Yellow variations (yellow text on black background and BY) better-captured attention and increased warning recall compared to the mandated black and white warnings. Among the FDA-mandated BW and WB warnings, the WB variation appears more effective, generating higher perceived message effectiveness and lower intentions to use e-cigarettes. Given the difficulty in implementing pictorial warnings in the United States, color might represent an alternative to improve warning effectiveness. Findings may also be applicable to those designing tobacco-related health communications.
广告警告经常被忽视，这降低了风险沟通的机会。
我们使用 Prolific 调查了 1131 名目前使用电子烟或烟草产品的年轻成年人（18-35 岁）。我们将参与者随机分配到以下四种警告条件之一：白色背景上的黑色文本（BW）、黑色背景上的白色文本（WB）、黑色背景上的黄色文本（BY）和黄色背景上的黑色文本（YB）。我们使用卡方检验和方差分析（ANOVA）（如适用），根据条件检查注意力、回忆、广告吸引力、感知信息有效性（PME）和使用电子烟的意图之间的关联。我们根据条件进行了逻辑回归，控制了人口统计学和烟草使用情况对注意力和回忆的影响。
与白色警告相比，暴露于黄色警告的人更倾向于将警告选为广告中最引人注目的区域（59.9% 比 46.8%），即使控制了人口统计学和烟草使用情况（p<.05）。暴露于黄色警告的人的回忆率高于白色警告（44.2% 比 37.3%），这在控制模型中仍然成立。黄色和白色警告之间的广告吸引力、PME 或使用电子烟的意图没有显著差异。在亚分析中，WB 警告比 BW 警告产生更高的 PME（10.1 比 9.5）和更低的使用电子烟的意图（3.0 比 3.3）（均 p<.05）。
黄色警告颜色增加了对警告的注意力和回忆，但这种注意力的增加并没有转化为下游效果的差异。在目前强制的警告变化中，黑色文本上的白色背景警告比 BW 警告更有效。未来的研究应检验差异是否转化为行为改变。
我们测试了 FDA 强制的尼古丁文本警告在电子烟广告上的颜色变化。与强制的黑色和白色警告相比，黄色变体（黑色背景上的黄色文本和 BY）更好地吸引了注意力并增加了对警告的回忆。在 FDA 强制的 BW 和 WB 警告中，WB 变体似乎更有效，产生更高的感知信息有效性和更低的使用电子烟的意图。鉴于在美国实施图形警告的困难，颜色可能是提高警告效果的替代方案。研究结果也可能适用于设计与烟草相关的健康传播的人员。
