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

简介（由申请人提供）：探索非卷烟烟草产品（NCTP）对年轻人广告的说服力项目摘要/摘要美国吸烟率的下降和无烟法令的增加促使美国烟草公司推出诸如鼻烟、可溶烟和电子烟等产品，这引起了公众对日益增长的烟草市场中尼古丁易于获得和品种繁多的担忧积极的营销方法导致杂志上铺天盖地的NCTP广告，在拥有大量年轻成人读者的杂志中渗透率很高。40最近外科医生关于防止烟草使用的报告表达了对积极推销非尼古丁尼古丁产品的说服性影响和年轻人服用非尼古丁尼古丁产品从而导致持续尼古丁成瘾的日益增长的公共卫生关注2，并将其作为食品和药物管理局烟草产品中心的优先研究事项。12最近的一些研究报告显示，年轻人对非尼古丁尼古丁产品的认识和实验最高，3,5,29,71；72因此，迫切需要进行公共卫生宣传，以制定干预措施和运动，对烟草公司的营销战略产生抵制，并防止采用国家结核控制方案。拟议的研究是朝着这个方向迈出的重要的第一步。它应用了一个完善的社会心理学框架（说服的细化可能性模型或ELM）14来理解NCTP广告的说服框架及其对年轻人的影响。拟议的项目将在一年的时间内分两个阶段完成。第一阶段，对青少年读者最多的杂志上的ncttp印刷广告（特别是鼻烟、可溶香烟和电子烟）进行内容分析，将提供用于推广ncttp的一系列说服性策略的定性数据。利用专有的网络数据库，策略，由凯度媒体情报编制，13内容分析的数据将在很短的时间内提供给研究团队。内容分析将提供具体的ntp印刷广告的完整清单，广告放置的频率，以及每个广告中分别使用的说服性修辞，文本和视觉主题的识别。第一阶段将为我们提供大约100个不同的ntp广告印刷图像。在ELM的指导下，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广告的说服性影响（通过测量广告理解，喜欢，可信度，影响和总体评价），在全国1000名年轻人的代表性小组中。这项研究计划的长期目标是制定和试点测试基于媒体素养的反营销干预措施，以阻止国家烟草控制计划实验和年轻人使用多种烟草。

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.