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Exploring Persuasiveness of Non Cigarette Tobacco Product (NCTP) Advertising on Y

探索 Y 上非卷烟烟草产品 (NCTP) 广告的说服力

基本信息

批准号：
8487009
负责人：
Smita Banerjee
金额：
$ 13.25万
依托单位：
SLOAN-KETTERING INST CAN RESEARCH
依托单位国家：
美国
项目类别：
财政年份：
2013
资助国家：
美国
起止时间：
2013-07-15 至 2014-12-30
项目状态：
已结题

来源：
https://reporter.nih.gov/project-details/8487009
关键词：
12 year old 17 year old Address Adoption Advertisements Advertising Affect Agreement Air American Award Awareness Behavioral Sciences Camels Cessation of life Cigarette Communities Comprehension Coupled Data Databases Electronics Floods Frequencies Gender Goals Health Communication High Prevalence Image Intelligence Intervention Journals Laws Marketing Measures Mission Modeling National Institute of Drug Abuse Nicotine Nicotine Dependence Online Systems Penetration Perception Persuasive Communication Phase Prevention Printing Public Health Publishing Reporting Research Research Design Research Personnel Research Priority Research Project Grants Resistance Restaurants Risk Sales Sampling Smoke Smokeless Tobacco Smoking Smoking Prevention Smoking Status Surgeon Surveys Testing Time Tobacco Tobacco Industry Tobacco use Transportation United States United States Food and Drug Administration Visual Voice Vulnerable Populations Woman Workplace Youth abstracting base cigarette smoking literacy prevent psychologic public health relevance smoking cessation snus social tobacco advertising tobacco control uptake young adult

项目摘要

DESCRIPTION (provided by applicant): Exploring Persuasiveness of Non Cigarette Tobacco Product (NCTP) Advertising on Young Adults Project Summary/Abstract The declining rates of cigarette smoking in the United States and increases in smoke-free ordinances2 have prompted US tobacco companies to introduce such as snus, dissolvables, and electronic cigarettes raising public health concern about the ease of nicotine availability and extensive variety in the increasing tobacco market.6 The aggressive marketing approaches have resulted in a flooding of NCTP advertisements in magazines, with a high penetration in magazines with substantial young adult readership.11;38;40The growing public health concern regarding the persuasive impact of aggressive NCTP marketing and young adult uptake of NCTPs thereby resulting in sustained nicotine addiction has been voiced by the latest Surgeon General's report on preventing tobacco use2 and raised as a research priority by the Food and Drug Administration's (FDAS's) Center for Tobacco Products.12 Some recent studies have reported highest awareness and experimentation of NCTPs by young adults,3;5;29;71;72 therefore raising the imminent need for public health communication to develop interventions and campaigns to create resistance to tobacco companies' marketing strategies and prevent uptake of NCTPs. The proposed study is an important first-step in that direction. It applies a well-established social-psychological framework (the Elaboration Likelihood Model of Persuasion or the ELM)14 to understand the persuasive framing of NCTP advertisements and subsequent impact on young adults. The proposed project will be completed in two phases during a one-year period. The first phase, a content analysis of NCTP print advertisements (specifically for snus, dissolvables, and electronic cigarettes) in magazines with highest young adult readership will provide qualitative data on an array of persuasive strategies used to promote NCTPs. Utilizing a proprietary web-based database, Stradegy, compiled by Kantar Media Intelligence,13 the data for content analysis will be made available to the research team in a short amount of time. The content analysis will provide a complete listing of specific NCTP print advertisements, frequency of advertisement placement, and an identification of persuasive rhetorical, textual, and visual themes used in each advertisement respectively. This first phase will provide us with an array of approximately 100 distinct NCTP advertising print images. Guided by the ELM,14 the second phase of the proposed research will be an online survey study (administered in partnership with Zoomerang, an online survey company) to understand the persuasive impact (by measuring advertisement comprehension, liking, credibility, affect, and overall appraisal) of NCTP advertisements on a nationally representative panel of 1,000 young adults. The long-term objective of this research plan is to develop and pilot test media-literacy based counter-marketing interventions for discouraging NCTP experimentation and poly-tobacco use in young adults.

描述（申请人提供）：探索非卷烟烟草产品（NCTP）广告对年轻人的说服力项目摘要/摘要美国吸烟率的下降和无烟法令的增加2促使美国烟草公司引入诸如鼻烟，溶解剂，电子香烟引起了公众对尼古丁容易获得和烟草市场日益扩大的广泛多样性的关注。这些方法导致杂志上充斥着NCTP广告，在具有大量年轻成人读者的杂志中具有很高的渗透率。40最新的卫生局局长关于预防烟草使用的报告2表明，越来越多的公众对积极的NCTP营销和年轻人服用NCTP的说服力影响越来越关注，从而导致持续的尼古丁成瘾，并提出了12最近的一些研究报告称，年轻人对NCTPs的认识和实验程度最高，3;5;29;71;72因此迫切需要开展公共卫生宣传，制定干预措施和开展宣传活动，以抵制烟草公司的营销策略，防止使用NCTPs。拟议的研究是朝着这一方向迈出的重要的第一步。它应用了一个完善的社会心理框架（Ehrman Likestival说服力模型或ELM）14来理解NCTP广告的说服框架及其对年轻人的影响。拟议项目将在一年内分两个阶段完成。第一阶段，对年轻读者最多的杂志上的NCTP印刷广告（特别是鼻烟，溶解剂和电子烟）进行内容分析，将提供有关用于促进NCTP的一系列说服性策略的定性数据。利用Kantar Media Intelligence编制的专有网络数据库Stradegy，13内容分析数据将在短时间内提供给研究小组。内容分析将提供具体NCTP印刷广告、广告投放频率的完整列表，并分别确定每个广告中使用的说服性修辞、文本和视觉主题。第一阶段将为我们提供约100个不同的NCTP广告印刷图像阵列。在ELM的指导下，14拟议研究的第二阶段将是一项在线调查研究（与在线调查公司Zoomerang合作管理），以了解NCTP广告对全国代表性的1，000名年轻人的说服力影响（通过测量广告理解，喜好，可信度，影响和总体评价）。这项研究计划的长期目标是开发和试点测试基于媒体素养的反营销干预措施，以阻止年轻人进行NCTP实验和使用多种烟草。