College of Medicine, The Ohio State University, Columbus, OH, USA; Center for Tobacco Research, The Ohio State University Comprehensive Cancer Center, Columbus, OH, USA.
Environmental, Health, and Safety, Textron Inc., Providence, RI, USA.
Addict Behav. 2022 Feb;125:107169. doi: 10.1016/j.addbeh.2021.107169. Epub 2021 Oct 30.
In 2017, the e-cigarette brand, blu, released advertisements featuring large, boxed, positively-framed messages. These messages mimicked the format of FDA-mandated warnings that would appear on e-cigarette advertisements in the United States in 2018. We compared attention to blu's parody warnings and FDA-mandated warning appearing on blu advertisements.
N = 73 young adults who had used tobacco participated in an eye-tracking study. Participants viewed three blu e-cigarette advertisements in random order: one with a parody warning and two with the FDA-mandated warning (one with a model's face and one without). Areas of interest (AOIs) were the parody or FDA-mandated warning. We compared dwell time on AOIs between the three advertisements.
Participants viewed parody warnings longer than each FDA-mandated warning on average (254 and 608 ms longer; p's < 0.02). Comparing the advertisements with FDA-mandated warnings revealed that participants spent less time looking at the warning in the advertisement with a model's face (354 fewer milliseconds; p = 0.001).
Parody warnings attracted more visual attention than FDA-mandated warnings, and the presence of a face in the advertisement drew attention away from the FDA-mandated warning. Results underscore the need for advertisement regulations that support increased attention to health warnings.
2017 年，电子烟品牌 blu 发布了广告，这些广告采用了大型、盒装、正面框架的信息。这些信息模仿了美国食品和药物管理局（FDA）在 2018 年要求在电子烟广告上出现的警告格式。我们比较了 blu 模仿警告和出现在 blu 广告上的 FDA 强制警告的关注度。
73 名曾使用过烟草的年轻成年人参与了一项眼动追踪研究。参与者随机观看了三个 blu 电子烟广告：一个带有模仿警告，两个带有 FDA 强制警告（一个带有模特的脸，一个没有）。感兴趣区域（AOI）是模仿或 FDA 强制警告。我们比较了三个广告中对 AOI 的注视时间。
参与者平均观看模仿警告的时间长于每个 FDA 强制警告（分别长 254 毫秒和 608 毫秒；p 值均小于 0.02）。比较带有 FDA 强制警告的广告发现，参与者在带有模特脸的广告中看警告的时间减少了 354 毫秒（p=0.001）。
模仿警告比 FDA 强制警告更能吸引视觉注意力，广告中出现人脸会分散对 FDA 强制警告的注意力。研究结果强调了广告法规需要支持提高对健康警告的关注度。
