A National Legal-Action Antismoking Organization
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Action on Smoking and Health
A National Legal-Action Antismoking Organization Entirely Supported by Tax-Deductible Contributions
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Study: Anti-Smoking Ads More Effective If They Show Serious Health Consequences of Smoking [07/07-2]
Excerpts from: A Dose of Reality Works in Anti-Smoking Campaigns: Study
Promo Magazine [07/06/04]
Anti-tobacco television ads targeting young people are much more effective if
they show the serious consequences of smoking as opposed to funny or
entertaining ads that say smoking isn't "cool."
The study, conducted by a researcher at the University of Massachusetts, found that kids became frightened, sad or disturbed by images of real people with smoking-related diseases.
The study contradicts previous finding that indicate that tobacco ads are more effective in reaching young people when the ads identify smoking as being socially unacceptable, she said.
A panel of 104 youth judges rated the ads on the amount of emotion they aroused in the viewer.
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