The Effect of Antismoking Advertisement Executional Characteristics on Youth Comprehension, Appraisal, Recall, and Engagement

Abstract

This article examines how two executional characteristics of antismoking advertising may interact with other relevant advertising features to affect youth comprehension, appraisal, recall of, and engagement with antismoking ads. Fifty antismoking ads made by tobacco control agencies, tobacco companies, and pharmaceutical companies were appraised by 268 youth using an audience response methodology with a follow-up component. Analyses show that thematic and executional characteristics varied both across and within ad sponsor, and that executional characteristics of "personal testimonial" and "visceral negative" clearly had the strongest and most consistent effect on appraisal, recall, and level of engagement. Antismoking advertisements are not alike in their ability to engage youth. Advocates attempting to develop increasingly successful antismoking campaigns should consider the executional characteristics of proposed ads.

Recall of Anti-Tobacco Advertisements and Effects on Quitting Behavior: Results From the California Smokers Cohort

“…However, the rating points likely do not explain all recollection, as the ad called "Emerging Man," which depicted a man popping out of a pizza oven and fish tank while talking about California laws, had the highest amount of rating points, but was among the least likely to be recalled. Given intended emotion, personal testimonial, and negative imagery depicted in "Stages," relative to "The Emerging Man", our results are consistent with other studies that indicate that advertisements depicting graphic images with personal narratives are more likely to be recalled (14,40,42,(48)(49)(50)(51)(52).…”

Effects of Smoking Cues and Argument Strength of Antismoking Advertisements on Former Smokers' Self-efficacy, Attitude, and Intention to Refrain From Smoking

“…In addition, antismoking ads showing smoking cue in the context of weak antismoking arguments, which were perceived less effective than any other conditions, also led to former smokers' reporting the lowest intention to continue abstinence among all conditions. Taken together, antismoking ads frequently use visual smoking cues to carry their message of harm and risk (Terry-Mcelrath et al, 2005). However, the inclusion of such cues can undermine message effectiveness and encourage intentions to smoke when accompanied by weak antismoking arguments.…”

Effect of Emotional Advertisement on quitting smoking: A Case of Korean College Students

“…Moreover, anti-smoking campaign which contains the emotional impact has the most powerful influence in tobacco use (TerryMcElrath, Y;Ruel, E;Balch, G.I;Emery, S;Szczypka, G;Clegg-Smith, k;Flay, B,2005). Based on the above points, we aimed to examine whether the emotional factors in anti-smoking advertisement has more impact on tobacco use or some other factors play more important role ?…”