What Defines an Effective Anti-Tobacco TV Advertisement? A Pilot Study among Greek Adolescents

Constantine I. Vardavas, Emmanouil K. Symvoulakis, Gregory N. Connolly, Evridiki Patelarou and Christos Lionis
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Constantine I. Vardavas: Clinic of Social and Family Medicine, Department of Social Medicine, Faculty of Medicine, University of Crete, Heraklion, 71003, Greece
Emmanouil K. Symvoulakis: Clinic of Social and Family Medicine, Department of Social Medicine, Faculty of Medicine, University of Crete, Heraklion, 71003, Greece
Gregory N. Connolly: Harvard School of Public Health, Harvard University, Boston, MA 02115, USA
Evridiki Patelarou: University Hospital of Heraklion, Crete, 71003, Greece
Christos Lionis: Clinic of Social and Family Medicine, Department of Social Medicine, Faculty of Medicine, University of Crete, Heraklion, 71003, Greece

IJERPH, 2010, vol. 7, issue 1, 1-11

Abstract: As the Framework Convention on Tobacco Control (FCTC) calls for public health awareness on tobacco use, mass media campaigns should be appropriately designed so as to maximize their effectiveness. In this methodological pilot study, 95 Greek adolescents (mean age 15 ± 1.8 years), were shown seven different anti tobacco ads, and asked to rate the ad theme, message and emotional context on a 1?7 Likert scale. Health related ads were rated the highest, and as identified through the logistic regression analysis, adolescents who perceived an ad to be emotional or to have a clear message that was relevant to them, were more likely to rate the ad as more effective. The strong agreement between the above findings and the existing literature indicates the applicability of this pilot study’s methodological approach.

Keywords: smoking; prevention; mass media; health education; adolescents; tobacco control; anti-tobacco; counter advertising (search for similar items in EconPapers)
JEL-codes: I I1 I3 Q Q5 (search for similar items in EconPapers)
Date: 2010
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