Youth-Targeted E-cigarette Marketing in the US.
Youth-Targeted E-cigarette Marketing in the US.
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在美国以青年为目标的电子烟市场营销。
DOI：
10.18001/trs.3.1.9
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发表时间：
2017-01
影响因子：
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通讯作者：
Cappella JN
中科院分区：
文献类型：
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作者：
Padon AA;Maloney EK;Cappella JN
这个项目的目的是探索电子烟广告使用吸引年轻人的内容的程度。电子烟视频广告样本（N = 154）由3名独立编码器使用吸引年轻人的内容（CAY）指数进行编码，该指数衡量了40多个吸引年轻人的特征。为了计算每个广告的CAY总分，分数被归一化并相加，分数越高代表有更多吸引年轻人的元素。所有广告都包含一些吸引年轻人的内容，经常使用情感诉求，包括幸福（68%）、友谊（41%）、性（24%）和成功（24%）。超过一半是动画。然而，众所周知年轻人不喜欢的产品吸引力也很普遍。87%的人直接呼吁电子烟比卷烟更有价值；66%提到产品成分；40%的人提到了健康。鉴于美国不受监管的环境，电子烟营销目前包含许多可能特别吸引年轻人的特点。
The purpose of this project was to explore the extent to which e-cigarette advertisements use youth-appealing content. A sample of e-cigarette video ads (N = 154) were coded by 3 independent coders using the content appealing to youth (CAY) index, which measures over 40 youth-appealing features. To calculate a total CAY score for each ad, scores were normalized and summed such that a higher score represented the presence of more youth-appealing elements. All ads included some youth-appealing content, with frequent use of emotional appeals, including happiness (68%), friendship (41%), sex (24%), and success (24%). Over half featured animation. However, product appeals, known to be disliked by youth, were also prevalent. Eighty-seven percent used a direct appeal to e-cigarettes' value over tobacco cigarettes; 66% mentioned product composition; and 40% mentioned health. Given the unregulated context in the US, e-cigarette marketing currently contains many features that may be particularly appealing to youth.