The impact of televised tobacco control advertising content on campaign recall: evidence from the International Tobacco Control (ITC) United Kingdom Survey.
The impact of televised tobacco control advertising content on campaign recall: evidence from the International Tobacco Control (ITC) United Kingdom Survey.
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DOI：
10.1186/1471-2458-14-432
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发表时间：
2014-05-07
影响因子：
4.5
通讯作者：
Lewis S
中科院分区：
文献类型：
--
作者：
Richardson S;McNeill A;Langley TE;Sims M;Gilmore A;Szatkowski L;Heath R;Fong GT;Lewis S
尽管有一些证据支持青少年接触电视控烟活动与回忆之间存在关联，但在成年人中进行的研究却很少。此外，之前的工作还没有直接比较不同类型的情感活动内容的影响。本研究探讨了增加接触不同类型情感内容的控烟广告对自我报告回忆率和持续时间的影响。通过 2005 年至 2009 年四轮国际烟草控制 (ITC) 英国调查，将居住在英格兰的 1,968 名成年吸烟者的电视宣传活动回忆数据与人均接触政府电视烟草控制广告的估计值（以 GRP 或总收视点衡量）合并起来，根据情感内容将其分为“正面”或“负面”。研究发现，增加整体活动曝光率可以显着提高召回的可能性。在调查前的六个月内，人均接触负面情绪活动的 GRP 每增加 1,000 个 GRP，回忆的可能性就会增加 41%（OR = 1.41，95% CI：1.24–1.61），而积极的情绪活动则没有显着影响。在调查前的 1-3 个月和 4-6 个月内，接触负面活动的次数增加与回忆呈正相关。与积极的活动相比，人均接触负面情绪活动的增加对活动回忆的影响更大，并且即使接触发生在三个月以上，也与回忆的增加呈正相关。
Although there is some evidence to support an association between exposure to televised tobacco control campaigns and recall among youth, little research has been conducted among adults. In addition, no previous work has directly compared the impact of different types of emotive campaign content. The present study examined the impact of increased exposure to tobacco control advertising with different types of emotive content on rates and durations of self-reported recall. Data on recall of televised campaigns from 1,968 adult smokers residing in England through four waves of the International Tobacco Control (ITC) United Kingdom Survey from 2005 to 2009 were merged with estimates of per capita exposure to government-run televised tobacco control advertising (measured in GRPs, or Gross Rating Points), which were categorised as either “positive” or “negative” according to their emotional content. Increased overall campaign exposure was found to significantly increase probability of recall. For every additional 1,000 GRPs of per capita exposure to negative emotive campaigns in the six months prior to survey, there was a 41% increase in likelihood of recall (OR = 1.41, 95% CI: 1.24–1.61), while positive campaigns had no significant effect. Increased exposure to negative campaigns in both the 1–3 months and 4–6 month periods before survey was positively associated with recall. Increased per capita exposure to negative emotive campaigns had a greater effect on campaign recall than positive campaigns, and was positively associated with increased recall even when the exposure had occurred more than three months previously.