Smoking-Related Television Advertising and Population Smoking

项目概述：拟议的研究将调查与吸烟有关的电视广告对青少年，年轻人和成年人是否吸烟以及吸烟量的影响，以及他们如何看待吸烟。在过去的15年里，美国各地的个人接触到越来越多和种类的吸烟相关广告。随着时间的推移，这些广告的数量和组合在各州之间有所不同。近年来，几个州大幅削减甚至取消了对反吸烟媒体运动的资助，药物戒烟助手的广告成倍增加，烟草业赞助的广告已经从主要针对青少年的运动转向以父母为重点的运动。关于这类广告的种类和数量如何影响个人的吸烟行为或对吸烟的态度的知识有限，并且对于反吸烟广告的质量特征（例如主要信息、目标受众和制作质量）是否影响接触这类广告与吸烟相关结果之间的关系知之甚少。拟议的项目将填补这些重要空白。该项目将利用从尼尔森媒体研究公司购买的广告评级数据、个人吸烟行为数据和州烟草控制政策数据的独特组合。该项目将使用多层次统计模型，探索所有类型的吸烟相关广告对青少年、年轻人和成年人吸烟行为的影响，控制个人特征和国家一级的烟草控制政策。项目相关性：这项研究很重要，因为吸烟仍然是美国可预防死亡的主要原因，而电视广告是健康传播最有效的媒体之一。各州和联邦政府每年花费数千万美元用于反吸烟和其他公共健康广告，但人们对这些广告的影响知之甚少。这项拟议中的研究是迄今为止对吸烟相关媒体活动与人口吸烟行为之间关系的最全面的探索。

DESCRIPTION (provided by applicant): Project Summary: The proposed research will investigate the impact of smoking-related TV advertisements on whether and how much youth, young adults, and adults smoke, and how they think about smoking. Over the past 15 years, individuals across the US have been exposed to a growing number and variety of smoking-related advertising. The amount and mix of such advertisements has varied across states and over time. In recent years, several states have dramatically cut or even eliminated their funding for anti-smoking media campaigns and ads for pharmaceutical cessation aides have multiplied, and tobacco industry- sponsored ads have shifted from predominantly youth- to parent-focused campaigns. There is limited knowledge about how the variety and volume of such advertisements affect individuals' smoking behaviors or attitudes about smoking, and little is known about and whether qualitative characteristics of anti-smoking advertisements, such as primary message, target audience, and quality of the production, affect the relationship between exposure to such ads and smoking-related outcomes. The proposed project will fill in these important gaps. This project will take advantage of a unique combination of data on advertisement ratings, purchased from Nielsen Media Research, individual-level smoking behavior data, and data on state- level tobacco control policies. Using multi-level statistical models, the project will explore the impact of all types of smoking-related advertising on smoking behavior among youth, young adults and adults, controlling for individual characteristics and state-level tobacco control policies. Project Relevance: This research is important because smoking remains the leading cause of preventable deaths in the US, and television advertising is one of the most effective media for health communications. States and the Federal government spend tens of millions of dollars annually on anti-smoking and other public health advertising, but little is known about the impact of such ads. The proposed study represents the most comprehensive exploration of the relationship between smoking-related media campaigns and population smoking behavior undertaken to date.