3077.0: Monday, November 13, 2000 - Table 5

Abstract #2368

An assessment of the Arizona anti-tobacco use media campaign

An in-school youth survey of the State of Arizona's anti-tobacco use media campaign was conducted to assess the baseline exposure, historical impact, penetration and psychological influence of fifteen anti-tobacco TV ads on 1,831 students (grade 6-12) from seventy randomly selected classrooms. Tobacco users accounted for nearly a quarter of the sample. Questionnaires assessed demographic variables, tobacco use, social norms regarding tobacco use, family communication, delinquency/school achievement, rebelliousness, reactance, and prior exposure to the ads. Participants then viewed three ad clips, with pencil and paper posttest surveys completed immediately following each clip. Posttests measured cognitive and affective responses to the ads, attitudes toward the ads, identification with ads, source and ad evaluation, and perceived influence. The impact of the overall campaign was assessed by measuring the relationship of several predictor variables---including: smoking potential, school performance, social exposure, and psychological reactance---with ten criterion variables---including: negative and positive likelihood to us tobacco, source and ad evaluation, and the ads' ability to generate negative affect, disapproval of tobacco, and identification. Particularly extreme results were found in some instances. The ads proved to have a greater and more positive impact on low-risk groups (non-susceptible nonsmokers, high performers in school, and students low in reactance) than on high-risk groups. Positive likelihood to use tobacco, annoyance with the ads, and negative affect were significantly higher among high-risk groups. Individually, however, certain ads did provide evidence of behavioral impact in terms of intent, even among the more susceptible and higher risk members of the population.

Learning Objectives:

At the conclusion of the session, the participant in this session will be able to:

1. Identify the media message characteristics that are most effective in discouraging tobacco use among adolescents.
2. Avoid the media message characteristics that are likely to be most counter-productive for use when targeting high-risk groups.
3. Gain a perspective on the critical issues associated with the use of cognitive and affective appeals designed for purposes of counter-initiation and cessation of tobacco behaviors associated with an adolescent population.

During this session:

1. The discussion will focus on the recent analysis and evaluation of the State of Arizona's anti-smoking media campaign consisting of 15 anti-tobacco TV spots targeting adolescents.
2. The presentation will include actual examples of effective, ineffective, and counter-productive anti-smoking messages, with analysis and an explanation of what factors contribute to the overall success or failure of the ads.
3. The presentation will identify, define, articulate, and prioritize the most critical factors involved in both reinforcing anti-smoking attitudes and behaviors among adolescents, as well as preventing boomerang effects among the most high-risk and resistant groups within the population

Keywords: Adolescent Health, Media Campaigns

Presenting author's disclosure statement:
Organization/institution whose products or services will be discussed: Media Effects Research Group of the Health Communication Research Office, Arizona Cancer Center, and the College of Medicine, The University of Arizona
I do not have any significant financial interest/arrangement or affiliation with any organization/institution whose products or services are being discussed in this session.

The 128th Annual Meeting of APHA