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, Christos Lionis

Research output: Contribution to journalArticle

6 Citations (Scopus)


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.

Original languageEnglish
Pages (from-to)78-88
Number of pages11
JournalInternational Journal of Environmental Research and Public Health
Issue number1
Publication statusPublished - Jan 2010


  • Adolescents
  • Anti-tobacco
  • Counter advertising
  • Health education
  • Mass media
  • Prevention
  • Smoking
  • Tobacco control

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