Blum A
Department of Family Medicine, Baylor College of Medicine, Houston, TX 77005.
Am J Prev Med. 1994 May-Jun;10(3 Suppl):8-10.
This article discusses the effectiveness of paid counter-advertising in combating tobacco use and promotion, the impact of the Fairness Doctrine, which mandated anticigarette television advertisements in the late 1960s, and reasons why the media today are reluctant to run antismoking advertisements. Although counter-advertisements can work very well, they should be image-based, rather than fact-based. Currently, tobacco companies promote a positive image of cigarette smoking and brand awareness. Most antismoking ads, however, tend to focus on the tobacco itself and its adverse effects on the smoker, rather than combating the images the cigarette ads promote. Urging counter-advertising to focus on the product, rather than to try to produce guilt in smokers, this article provides examples of paid counter-advertising strategies employed by Doctors Ought to Care to illustrate an image-based approach. Overall, the antismoking movement must guard against complacency and measure its success according to tobacco companies' declining revenues, rather than the number of public service advertisements in the media.
本文讨论了付费反广告在抵制烟草使用和推广方面的有效性、20世纪60年代末强制要求播放反香烟电视广告的《公平原则》的影响，以及当今媒体不愿播放反吸烟广告的原因。尽管反广告可以非常有效，但它们应该基于形象，而非基于事实。目前，烟草公司宣传吸烟的正面形象和品牌认知度。然而，大多数反吸烟广告往往侧重于烟草本身及其对吸烟者的不利影响，而不是对抗香烟广告所宣传的形象。本文敦促反广告关注产品，而不是试图让吸烟者产生内疚感，并提供了“医生应关心（Doctors Ought to Care）”所采用的付费反广告策略的例子，以说明一种基于形象的方法。总体而言，反吸烟运动必须防止自满情绪，并根据烟草公司收入的下降来衡量其成功与否，而不是根据媒体上公益广告的数量。
