Unger J B, Johnson C A, Rohrbach L A
Department of Preventive Medicine, University of Southern California, Los Angeles 90033, USA.
Prev Med. 1995 Sep;24(5):461-6. doi: 10.1006/pmed.1995.1074.
Exposure to tobacco and alcohol advertising has been associated with adolescent substance use. However, it is not clear whether favorable reactions to advertising are an antecedent to or a consequence of substance use. This study investigated relationships between adolescents' levels of susceptibility to substance use and their recognition and liking of tobacco and alcohol advertising.
Eighth-grade students viewed pictures of tobacco and alcohol advertisements with brand names and identifying information obscured, attempted to identify the brand name and type of product being advertised, and rated their liking of the advertisements. Subjects were divided into three substance use status groups: nonsusceptible nonusers (have never used and do not intend to do so), susceptible nonusers (have not used but have not made a firm commitment not to experiment in the future), and users (have tried the substance).
Susceptible nonusers liked the tobacco advertisements at a level that was significantly greater than that of the nonsusceptible nonsmokers and comparable to that of the users. Liking of the alcohol advertisements generally increased with alcohol use status.
These results suggest that tobacco advertisements ostensibly targeted to adult smokers may have the effect of recruiting new adolescent smokers.
接触烟草和酒精广告与青少年使用成瘾物质有关。然而，对广告的好感反应是使用成瘾物质的先兆还是后果尚不清楚。本研究调查了青少年对使用成瘾物质的易感性水平与他们对烟草和酒精广告的认知及喜爱程度之间的关系。
八年级学生观看了品牌名称和识别信息被遮挡的烟草和酒精广告图片，尝试识别所宣传产品的品牌名称和类型，并对广告的喜爱程度进行评分。受试者被分为三个使用成瘾物质状态组：不易感非使用者（从未使用过且不打算使用）、易感非使用者（未使用过但未坚定承诺未来不尝试）和使用者（已尝试过该物质）。
易感非使用者对烟草广告的喜爱程度明显高于不易感非吸烟者，且与使用者相当。对酒精广告的喜爱程度一般随酒精使用状态的增加而增加。
这些结果表明，表面上针对成年吸烟者的烟草广告可能会招募新的青少年吸烟者。
