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Public service announcements (PSAs) are televised ads that are a key component of public health campaigns against smoking. Understanding the neurophysiological correlates of anti-tobacco ads is an important step towards novel objective methods of their evaluation and design. In the present study, we used Functional Magnetic Resonance Imaging (fMRI) to investigate the brain and behavioral effects of the interaction between content (“argument strength”) and format (“message sensation value”) of anti-smoking ads in human. Seventy-one non-treatment seeking smokers viewed a sequence of sixteen high or 16 low argument strength ads during a fMRI scan. Dependent variables were brain fMRI signal, the immediate recall of the ads, immediate change in Intentions to Quit Smoking and the urine levels of a major nicotine metabolite cotinine at a one-month follow-up. Whole brain ANOVA revealed that argument strength and message sensation value interacted in the inferior frontal, inferior parietal and fusiform gyri, the precuneus and the dorsomedial prefrontal cortex (dMPFC). Regression analysis showed that the activation in the dMPFC predicted lower cotinine levels a month later. These results characterize the key brain regions engaged in the processing of persuasive communications and suggest that brain fMRI response to anti-smoking ads could predict subsequent smoking severity in non-treatment seeking smokers. Our findings demonstrate the importance of the quality of ad content for objective ad outcomes and suggest that fMRI investigation may aid the pre-release evaluation of televised public health announcements.

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