Jump to full article: Red and Black (University of Georgia), 2007-10-30
Author: PEARMAN PARKER
Intro: A University study explained why these ads deter smoking - or promote cigarette usage.
"Anti-smoking campaigns may not have a direct impact on adolescents' smoking. They may even have some unexpected impact," said Hye-Jin Paek, an assistant professor in the Grady College of Journalism and Mass Communication and co-author of a study published in the journal "Communication Research."
Unintended consequences of ads can heighten the rebellious and naturally curious nature of youth, increasing the inclination to smoke, according to the study.
Paek and co-author Albert Gunther from the University of Wisconsin-Madison suggested that peer perception of the ads have the greatest impact on adolescent smoking.
"They can [be effective], though, when they reinforce the perception that their close friends listen and respond to the campaigns," Paek said.
As cited in the study, Florida's 1998 "truth" campaign proved the most effective at decreasing smoking prevalence and developing antismoking attitudes.
Jump to full article » |