The impact of emotional tone, message, and broadcast parameters in youth anti-smoking advertisements
The impact of emotional tone, message, and broadcast parameters in youth anti-smoking advertisements
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DOI：
10.1080/10810730490447084
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发表时间：
2004-05-01
影响因子：
4.4
通讯作者：
Albers, AB
中科院分区：
文献类型：
--
作者：
Biener, L;Ji, M;Albers, AB
目标.在关于反吸烟广告的最佳特征为青年的争议的背景下，本研究探讨了召回和感知效果的变化的信息，情感基调，达到和频率的广播，远程广播，和青少年观众的特点，如吸烟行为的变化，所有权的香烟促销品，和人口统计学变量的影响。1993年和1997年，对618名马萨诸塞州12至15岁的青年进行了两波纵向调查。本文采用广义估计方程（GEE）方法对八个广告的召回率和感知效果进行了建模，并将其作为观众和广告特征的函数。与青少年规范行为的广告或依赖幽默的广告相比，那些被独立评为负面情绪高的广告更容易被年轻人回忆起来，并且被认为更有效。广告强度，而有助于回忆，是负相关的感知效果。这项研究支持越来越多的证据表明，反吸烟广告中的负面情绪对年轻观众有效。
Objectives. In the context of controversy regarding the optimal characteristics of anti-smoking advertisements for youth, this study examines the impact on recall and perceived effectiveness of variations in the message, emotional tone, reach and frequency of broadcast, remoteness of broadcast, and characteristics of the adolescent audience such as changes in smoking behavior, ownership of cigarette promotional items, and demographic variables.Method. A two-wave longitudinal survey of a population-based sample of 618 Massachusetts youth 12 to 15 years old was carried out in 1993 and 1997. A Generalized Estimating Equation (GEE) approach was used to model the recall and perceived effectiveness of eight advertisements as a function of viewer and ad characteristics.Results. Advertisements featuring messages about serious health consequences which had been independently rated as high in negative emotion were more likely to be recalled and were perceived as more effective by youth survey respondents than ads featuring messages about normative behavior for teens or ads relying on humor. Advertising intensity, while contributing to recall, was negatively related to perceived effectiveness.Conclusions. This study supports mounting evidence that negative emotion in anti-smoking advertisements is effective with youth audiences.