たばこメーカーが制作した禁煙CMに恐るべき効果!

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2012年04月30日(Mon) 14:07 by drharasho

日本でも「喫煙は20歳から」という文言が、
どれほどの害をなしていることか・・・

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たばこメーカーが制作した禁煙CMに恐るべき効果!
 2012年4月30日 10:00 
http://www.tax-hoken.com/news_52SERWTh6.html

スポンサーによって異なる効果


禁煙をうながすテレビCMは全米で多くみられる。スポンサーは州や
私立の財団、製薬会社、たばこ産業などさまざまだが、たばこ産業が
スポンサーのCMには、逆に喫煙をうながす効果があることが米研究
者の調べでわかった。

禁煙を呼びかけているのに


研究を行ったのは、米イリノイ大学シカゴ校に所属する健康リサーチ
研究所の研究主幹、シェリー・エメリー氏ら。

同氏らは、1999年から2007年までに全米のトップ75のメディアで放送
された禁煙広告に接する機会と喫煙行動の関係を調査した。

その結果、私立財団や嫌煙製品を販売する製薬メーカーがスポン
サーになっているCMを多く視聴した地域では、禁煙率が高まること
がわかった。

一方、たばこ産業がスポンサーのCMに多く触れる地域では、逆に
喫煙率の上昇がみられた。

たばこ産業がスポンサーにつくCMも、内容的には反喫煙をうたっていた。

禁煙に成功しない方がもうかるから?


また禁煙製品を提供する企業がスポンサーにつくCMを多く視聴する
地域では、禁煙を試みるものの断念する人が多くみられた。

それぞれの企業が表面上は「禁煙」をうたいながら、逆のイメージを
視聴者にすり込んでいるのだとしたら、その広告戦略には恐るべきものがある。

研究は、アメリカン・ジャーナル・オブ・パブリックヘルスの4月号で発表された。

Anti-Smoking TV Ads From Tobacco Industry Don't Help
However, study found media campaigns from other sponsors were effective
http://consumer.healthday.com/Article.asp?AID=663964
 
THURSDAY, April 26 (HealthDay News) -- While anti-tobacco TV ads help
 reduce adult smoking, some ads work better than others, a new study says.

Researchers compared adults' smoking behaviors and their exposure to
 anti-tobacco TV ads in the top 75 U.S. media markets from 1999 to 2007.
The ads were sponsored by states, private foundations, drug companies
 that were marketing smoking-cessation products and the tobacco industry.

The results showed that smoking rates were lower and more smokers said
 they intended to quit in markets where there was higher exposure to
state-sponsored anti-tobacco ads, said study lead author Sherry Emery,
a senior scientist at the Institute for Health Research and Policy of
the University of Illinois at Chicago.

Higher exposure to state-sponsored, private-foundation and drug-company
 ads was associated with less smoking. Higher exposure to
tobacco-industry ads was associated with more smoking.


"On the surface, the tobacco-industry ads were mostly anti-smoking
 and a little corporate promotion, but they weren't promoting the act
of smoking," Emery said in a university news release. "But the effect
of the ads is that they are associated with more smoking."

Emery and her colleagues were surprised by the finding that
smokers in areas with more ads for smoking-cessation products
were less likely to make an attempt to quit.

"Since we looked at the total amount of exposure to anti-smoking
campaigns -- and the campaigns are very different -- our data
suggests that it may not matter what you say to people, just that
you're saying it a lot," Emery said.

The study was published in the April issue of the American Journal
of Public Health.

More information
The American Cancer Society offers a guide to quitting smoking.

-- Robert Preidt

SOURCE: University of Illinois at Chicago, news release, April 19, 2012
Last Updated: April 26, 2012
Copyright © 2012 HealthDay. All rights reserved.

--------------------------------------------------------------------------------------------------
Sherry Emery, Yoonsang Kim, Young Ku Choi, Glen Szczypka,
Melanie Wakefield, and Frank J. Chaloupka.

The Effects of Smoking-Related Television Advertising on Smoking
and Intentions to Quit Among Adults in the United States: 1999–2007.

American Journal of Public Health: April 2012, Vol. 102, No. 4, pp. 751-757.
doi: 10.2105/AJPH.2011.300443
http://ajph.aphapublications.org/doi/abs/10.2105/AJPH.2011.300443

Accepted on: Aug 27, 2011

The Effects of Smoking-Related Television Advertising on Smoking 
and Intentions to Quit Among Adults in the United States: 1999–2007

Sherry Emery, PhD, Yoonsang Kim, PhD, Young Ku Choi, PhD, 
Glen Szczypka, BA, Melanie Wakefield, PhD, and Frank J. Chaloupka, PhD

Abstract

Objectives. We investigated whether state-sponsored antitobacco 
advertisements are associated with reduced adult smoking, and interactions
between smoking-related advertising types.

Methods. We measured mean exposure to smoking-related advertisements 
with television ratings for the top-75 US media markets from 1999 to 2007.
 We combined these data with individual-level Current Population Surveys
 Tobacco Use Supplement data and state tobacco control policy data.

Results. Higher exposure to state-sponsored, Legacy, and pharmaceutical 
advertisements was associated with less smoking; higher exposure to tobacco
industry advertisements was associated with more smoking. Higher exposure
 to state- and Legacy-sponsored advertisements was positively associated
with intentions to quit and having made a past-year quit attempt; higher
exposure to ads for pharmaceutical cessation aids was negatively associated
with having made a quit attempt. There was a significant negative interaction
between state- and Legacy-sponsored advertisements.

Conclusions. Exposure to state-sponsored advertisements was far below 
Centers for Disease Control and Prevention–recommended best practices.
 The significant negative relationships between antismoking advertising and
 adult smoking provide strong evidence that tobacco-control media campaigns
 help reduce adult smoking. The significant negative interaction between
state- and Legacy-sponsored advertising suggests that the campaigns
reinforce one another



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