319597
Cross-Cultural Content Analysis of Anti-Smoking Video Ads from the United States, Taiwan, and China: 2008 – 2013
Methods: We reviewed 86 anti-smoking video advertisements for the following information: severity of the consequences of smoking, types of risks, appeals to audiences’ self-efficacy, and benefits of not smoking. We also examined the targeted social ecological level and types of message appeal used. Two researchers independently coded each advertisement with an average inter-coder reliability of 0.79.
Results: Eighty-six ads were analyzed from US (n=20), Taiwan (n=31), and China (n=36). Results showed that 59.3% of the ads showed smoking-related health risks, 54.7% emphasized severity of the consequences of smoking, 40.7% disseminated information to enhance self-efficacy beliefs, and 84.9% illustrated benefits of not smoking. Nearly half the ads (47.2%) in China were targeted at the community level, compared to 10% of US and 23.3% from Taiwan. Additionally, 55% of the ads in the US used the fear approach, while 61.1% of ads in China used the social approach. Taiwan’s ads were almost evenly distributed among both appeals.
Conclusion: The countries used different targeting strategies and approaches during message delivery. Further research is warranted to understand the reasons for each method and to examine the effectiveness of the ads in reducing smoking rates.
Learning Areas:
Planning of health education strategies, interventions, and programsPublic health or related laws, regulations, standards, or guidelines
Public health or related research
Social and behavioral sciences
Learning Objectives:
Identify and compare the content of anti-smoking video ads across three countries to set the groundwork for future evaluation and delivery of anti-tobacco advertisement.
Keyword(s): Tobacco Use, Health Promotion and Education
Qualified on the content I am responsible for because: To further understand the control status of tobacco in China, I interned for Emory Global Health Instituteâs China Tobacco Control Partnership. During my Masters at Emory University, I conducted a tobacco study entitled "The Association between Anti-Tobacco Media Exposures and Secondhand Smoking in Luoyang, China." Currently, Iâm a PhD student in the Department of Behavioral Science and Community Health at University of Florida. Here, I continue to conduct tobacco control and health disparity studies.
Any relevant financial relationships? No
I agree to comply with the American Public Health Association Conflict of Interest and Commercial Support Guidelines, and to disclose to the participants any off-label or experimental uses of a commercial product or service discussed in my presentation.