TY - JOUR
T1 - What defines an effective anti-tobacco TV advertisement? A pilot study among Greek adolescents
AU - Vardavas, Constantine I.
AU - Symvoulakis, Emmanouil K.
AU - Connolly, Gregory N.
AU - Patelarou, Evridiki
AU - Lionis, Christos
PY - 2010/1
Y1 - 2010/1
N2 - 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.
AB - 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.
KW - Adolescents
KW - Anti-tobacco
KW - Counter advertising
KW - Health education
KW - Mass media
KW - Prevention
KW - Smoking
KW - Tobacco control
UR - http://www.scopus.com/inward/record.url?scp=75449084530&partnerID=8YFLogxK
U2 - 10.3390/ijerph7010078
DO - 10.3390/ijerph7010078
M3 - Article
C2 - 20195434
AN - SCOPUS:75449084530
SN - 1660-4601
VL - 7
SP - 78
EP - 88
JO - International Journal of Environmental Research and Public Health
JF - International Journal of Environmental Research and Public Health
IS - 1
ER -