Out of the smokescreen II: will an advertisement targeting the tobacco industry affect young people's perception of smoking in movies and their intention to smoke?

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2011年01月22日(Sat) 14:16

Tob Control. 2007 Jun;16(3):177-81.

Out of the smokescreen II: will an advertisement targeting
the tobacco industry affect young people's perception of smoking
in movies and their intention to smoke?


Edwards C, Oakes W, Bull D.

Central Coast Health Promotion Unit, Northern Sydney Central Coast Health,
PO Box 361, Gosford, NSW 2250, Australia. cedwards@nsccahs.health.nsw.gov.au

Abstract

OBJECTIVE:

To evaluate the effect of an antismoking advertisement on young people's
perceptions of smoking in movies and their intention to smoke.

SUBJECTS/SETTING:

3091 cinema patrons aged 12-24 years in three Australian states; 18.6% of
the sample (n = 575) were current smokers.

DESIGN/INTERVENTION:

Quasi-experimental study of patrons, surveyed after having viewed a movie.
The control group was surveyed in week 1, and the intervention group in
weeks 2 and 3. Before seeing the movie in weeks 2 and 3, a 30 s antismoking
advertisement was shown, shot in the style of a movie trailer that warned
patrons not to be sucked in by the smoking in the movie they were about to see.

OUTCOMES:

Attitude of current smokers and non-smokers to smoking in the movies;
intention of current smokers and non-smokers to smoke in 12 months.

RESULTS:

Among non-smokers, 47.8% of the intervention subjects thought that the smoking
in the viewed movie was not OK compared with 43.8% of the control subjects
(p = 0.04). However, there was no significant difference among smokers
in the intervention (16.5%) and control (14.5%) groups (p = 0.4). A higher
percentage of smokers in the intervention group indicated that they were
likely to be smoking in 12 months time (38.6%) than smokers in the control
group (25.6%; p<0.001). For non-smokers, there was no significant difference
in smoking intentions between groups, with 1.2% of intervention subjects and
1.6% of controls saying that they would probably be smoking in 12 months time (p = 0.54).

CONCLUSIONS:

This real-world study suggests that placing an antismoking advertisement
before movies containing smoking scenes can help to immunise non-smokers
against the influences of film stars' smoking. Caution must be exercised
in the type of advertisement screened as some types of advertising may
reinforce smokers' intentions to smoke.

PMID: 17565137 [PubMed - indexed for MEDLINE]PMCID: PMC2598498Free PMC Article

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