Effectiveness of tobacco control television advertisements with different types of emotional content on tobacco use in England, 2004-2010.
Effectiveness of tobacco control television advertisements with different types of emotional content on tobacco use in England, 2004-2010.
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DOI：
10.1136/tobaccocontrol-2013-051454
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发表时间：
2016-01
期刊：
影响因子：
5.2
通讯作者：
Gilmore AB
中科院分区：
文献类型：
--
作者：
Sims M;Langley T;Lewis S;Richardson S;Szatkowski L;McNeill A;Gilmore AB
研究含有积极和消极情感内容的控烟电视广告对成人吸烟率和卷烟消费的影响。使用广义相加模型对每月横截面调查进行分析。英格兰。 2004 年至 2010 年间，《观点与生活方式调查》采访了 6 万 18 岁或以上居住在英格兰的成年人。目前的吸烟状况、每日卷烟消费量、烟草控制总评分点（GRP——衡量人均广告曝光率的指标）、卷烟成本、同时实施的烟草控制政策、社会人口统计变量。在调整卷烟成本、其他烟草控制政策和个人特征后，我们发现，1个月后，积极情绪GRP增加400点与吸烟几率降低7%相关（比值比（OR）0.93，95% CI 0.87至0.98），消极情绪GRP的类似增加与吸烟几率降低4%显着相关（OR 0.96，95% CI 0.87, 0.98）。 95% CI 0.92 至 0.999）2 个月后。消极情绪 GRP 从 0 增加到 400 也与平均卷烟消费量显着下降 3.3%（95% CI 1.1 至 5.6）相关。没有证据表明积极情绪 GRP 与结果之间的关联因消极情绪 GRP 的强度而异（反之亦然）。这是第一项探讨不同类型情感内容的活动对成人吸烟率和消费影响的研究。它表明两种类型的运动（积极的和消极的）都能有效降低吸烟率，而吸烟者的消费仅受到引发消极情绪的运动的影响。
To examine the effects of tobacco control television advertisements with positive and negative emotional content on adult smoking prevalence and cigarette consumption. Analysis of monthly cross-sectional surveys using generalised additive models. England. 60 000 adults aged 18 years or over living in England and interviewed in the Opinions and Lifestyle Survey from 2004 to 2010. Current smoking status, daily cigarette consumption, tobacco control gross rating points (GRPs—a measure of per capita advertising exposure), cigarette costliness, concurrent tobacco control policies, sociodemographic variables. After adjusting for cigarette costliness, other tobacco control policies and individual characteristics, we found that a 400-point increase in positive emotive GRPs was associated with 7% lower odds of smoking (odds ratio (OR) 0.93, 95% CI 0.87 to 0.98) 1 month later and a similar increase in negative emotive GRPs was significantly associated with 4% lower odds of smoking (OR 0.96, 95% CI 0.92 to 0.999) 2 months later. An increase in negative emotive GRPs from 0 to 400 was also associated with a significant 3.3% (95% CI 1.1 to 5.6) decrease in average cigarette consumption. There was no evidence that the association between positive emotive GRPs and the outcomes differed depending on the intensity of negative emotive GRPs (and vice versa). This is the first study to explore the effects of campaigns with different types of emotive content on adult smoking prevalence and consumption. It suggests that both types of campaign (positive and negative) are effective in reducing smoking prevalence, whereas consumption among smokers was only affected by campaigns evoking negative emotions.