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.
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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