Zhu S H, Li D, Feng B, Zhu T, Anderson C M
Cancer Center, University of California, San Diego, La Jolla 92093-0905, USA.
Tob Control. 1998 Summer;7(2):134-40. doi: 10.1136/tc.7.2.134.
To examine how deeply foreign cigarette advertising had penetrated the Chinese market when a new ban on cigarette advertising was enacted in February 1995.
A survey using self-completion questionnaires administered in college classrooms from November 1994 to March 1995.
Eight universities and four medical schools in three Chinese cities: Beijing, Wenzhou, and Hangzhou.
1896 college students who agreed to complete a written questionnaire. The mean age was 21.2 years; 39.5% of respondents were female.
Four of the top eight cigarette brands most familiar to the respondents were foreign: Marlboro, 555, Kent, and Hilton. Advertisements for the foreign brands were much more likely to be seen than those for the domestic brands; those for Marlboro were reported most often (29.7%), followed by 555 (21.8%) and Kent (18.1%). Among smokers, Marlboro was the most preferred foreign brand, by 44.2%. The preference for Marlboro was also correlated with smokers having seen its advertisements. Most respondents, 71.8%, believed that cigarette advertising should be banned.
The previous restrictions on cigarette advertising in China failed to prevent a large portion of the population from seeing and understanding the advertisements. Before the 1995 advertising ban took effect, strict limitations on imports of foreign cigarettes notwithstanding, certain highly advertised brands such as Marlboro achieved wide recognition and even consumer preference. Stricter restrictions are suggested as previous ones have failed to achieve their intended effects.
研究1995年2月颁布新的香烟广告禁令时，外国香烟广告在中国市场的渗透程度。
1994年11月至1995年3月在大学课堂上进行的一项使用自填式问卷的调查。
中国三个城市的八所大学和四所医学院：北京、温州和杭州。
1896名同意填写书面问卷的大学生。平均年龄为21.2岁；39.5%的受访者为女性。
受访者最熟悉的八大香烟品牌中有四个是外国品牌：万宝路、555、健牌和希尔顿。外国品牌的广告比国内品牌的广告更有可能被看到；万宝路的广告被提及的频率最高（29.7%），其次是555（21.8%）和健牌（18.1%）。在吸烟者中，万宝路是最受欢迎的外国品牌，占44.2%。对万宝路的偏好也与吸烟者看过其广告有关。大多数受访者（71.8%）认为应该禁止香烟广告。
中国此前对香烟广告的限制未能阻止很大一部分人看到并理解这些广告。在1995年广告禁令生效之前，尽管对外国香烟进口有严格限制，但某些广告力度大的品牌，如万宝路，获得了广泛认可，甚至受到消费者青睐。由于之前的限制未能达到预期效果，建议采取更严格的限制措施。
