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

描述(由申请人提供)：探索非卷烟烟草产品(NCTP)的说服力关于年轻人的广告项目摘要/摘要美国吸烟率的下降和无烟条例的增加2已促使美国烟草公司推出诸如鼻烟、可溶物质和电子烟等产品，这引发了公众对尼古丁的易得性和不断增加的烟草市场中种类繁多的公共卫生的担忧。6激进的营销方式导致NCTP广告在杂志上泛滥，在拥有大量年轻成年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表达了公众对积极推销NCTP的说服性影响以及年轻人吸食NCTP从而导致持续尼古丁成瘾的日益增长的公共卫生关切，并被食品和药物管理局(FDAS)烟草制品中心列为研究优先事项。12最近的一些研究报告称，年轻人对NCTP的认识和实验最高，3；5；29；71；72因此，迫切需要公共卫生宣传，以制定干预措施和运动，以抵制烟草公司的营销战略，防止NCTP的吸食。拟议的研究是朝着这一方向迈出的重要的第一步。它运用一个成熟的社会-心理框架(说服的精化可能性模型或ELM)14来理解NCTP广告的说服性框架以及随后对年轻人的影响。拟议项目将在一年内分两个阶段完成。第一阶段，对青少年读者群最多的杂志上的NCTP平面广告(特别是鼻烟、可溶解物质和电子烟)进行内容分析，将提供一系列用于宣传NCTP的说服性策略的定性数据。利用Kantar Media Intelligence汇编的专有网络数据库Stradegy，13研究小组将在短时间内获得用于内容分析的数据。内容分析将提供具体NCTP平面广告的完整清单，广告投放频率，以及分别在每个广告中使用的具有说服力的修辞、文本和视觉主题的识别。第一阶段将为我们提供大约100幅不同的NCTP广告平面图像。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Zoomang合作管理)，以了解NCTP广告在一个由1000名年轻人组成的全国代表性小组上的说服力影响(通过衡量广告理解、喜欢、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基于媒体素养的反营销干预措施，以阻止在年轻人中进行NCTP试验和使用多种烟草。

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.