Featured Research

from universities, journals, and other organizations

Graphic anti-smoking ads increase attempts to quit

Date:
October 9, 2012
Source:
Health Behavior News Service, part of the Center for Advancing Health
Summary:
Graphic and/or emotional television anti-smoking ads get more smokers to try to quit than less intense ads, according to a new study.

Graphic and/or emotional television anti-smoking ads get more smokers to try to quit than less intense ads, according to a new study in the American Journal of Preventive Medicine.

"Harder hitting ads worked equally well, regardless of how much you wanted to quit, how much your income is and your level of education," said Matthew C. Farrelly, Ph.D., chief scientist at RTI International in Research Triangle Park, N.C., and lead author on the study.

The study evaluated the impact of anti-smoking ads run by the New York Tobacco Control Program from 2003 to 2011. Smokers were surveyed about their smoking habits, their recall of anti-smoking ads, their desire to quit and demographic information, such as income level and race. Researchers looked at media market data and determined that the survey participants were exposed to an average of three emotional or graphic anti-smoking commercials and three comparison ads per month during that period. Comparison ads advocated or encouraged quitting but without strong emotional content.

The survey found that current smokers who recalled seeing at least one emotional or graphic ad were 29 percent more likely to have tried to quit in the prior year. Exposure to comparison ads did not increase quit attempts. If the goal is to get smokers to try to quit, ads need to evoke a strongly negative reaction to smoking, the authors concluded.

"It surprised me that it would work so well across the board for different types of smokers," Farrelly said. Graphic, emotional ads may work well because they cut through the noise of other advertising, he noted.

It is known that hard-hitting antismoking advertising works, said Erika Sward, director of national advocacy for the American Lung Association in Washington, D.C. "This study confirms and highlights that what is missing is the lack of political will on the part of states to do what works," she added.

New York State has urban, suburban and rural areas and a wide range of demographics, which means that what works there works everywhere, she said. The American Lung Association wants to see states raise taxes on tobacco, pass smoke-free laws, fund programs to help people quit and run anti-smoking advertising. "When we see that, we see declines in tobacco use," she said.


Story Source:

The above story is based on materials provided by Health Behavior News Service, part of the Center for Advancing Health. The original article was written by Valerie DeBenedette, Contributing Writer. Note: Materials may be edited for content and length.


Journal Reference:

  1. Farrelly M, Duke JC, Davis KC, et al. Promotions of smoking cessation with emotional and/or graphic antismoking advertising. American Journal of Preventive Medicine, 2012; (in press)

Cite This Page:

Health Behavior News Service, part of the Center for Advancing Health. "Graphic anti-smoking ads increase attempts to quit." ScienceDaily. ScienceDaily, 9 October 2012. <www.sciencedaily.com/releases/2012/10/121009092422.htm>.
Health Behavior News Service, part of the Center for Advancing Health. (2012, October 9). Graphic anti-smoking ads increase attempts to quit. ScienceDaily. Retrieved July 31, 2014 from www.sciencedaily.com/releases/2012/10/121009092422.htm
Health Behavior News Service, part of the Center for Advancing Health. "Graphic anti-smoking ads increase attempts to quit." ScienceDaily. www.sciencedaily.com/releases/2012/10/121009092422.htm (accessed July 31, 2014).

Share This




More Mind & Brain News

Thursday, July 31, 2014

Featured Research

from universities, journals, and other organizations


Featured Videos

from AP, Reuters, AFP, and other news services

Dieting At A Young Age Might Lead To Harmful Health Habits

Dieting At A Young Age Might Lead To Harmful Health Habits

Newsy (July 30, 2014) Researchers say women who diet at a young age are at greater risk of developing harmful health habits, including eating disorders and alcohol abuse. Video provided by Newsy
Powered by NewsLook.com
It's Not Just Facebook: OKCupid Experiments With Users Too

It's Not Just Facebook: OKCupid Experiments With Users Too

Newsy (July 29, 2014) If you've been looking for love online, there's a chance somebody has been looking at how you're looking. Video provided by Newsy
Powered by NewsLook.com
How Your Face Can Leave A Good Or Bad First Impression

How Your Face Can Leave A Good Or Bad First Impression

Newsy (July 29, 2014) Researchers have found certain facial features can make us seem more attractive or trustworthy. Video provided by Newsy
Powered by NewsLook.com
Losing Sleep Leaves You Vulnerable To 'False Memories'

Losing Sleep Leaves You Vulnerable To 'False Memories'

Newsy (July 27, 2014) A new study shows sleep deprivation can make it harder for people to remember specific details of an event. Video provided by Newsy
Powered by NewsLook.com

Search ScienceDaily

Number of stories in archives: 140,361

Find with keyword(s):
Enter a keyword or phrase to search ScienceDaily for related topics and research stories.

Save/Print:
Share:

Breaking News:
from the past week

In Other News

... from NewsDaily.com

Science News

Health News

    Environment News

    Technology News



      Save/Print:
      Share:

      Free Subscriptions


      Get the latest science news with ScienceDaily's free email newsletters, updated daily and weekly. Or view hourly updated newsfeeds in your RSS reader:

      Get Social & Mobile


      Keep up to date with the latest news from ScienceDaily via social networks and mobile apps:

      Have Feedback?


      Tell us what you think of ScienceDaily -- we welcome both positive and negative comments. Have any problems using the site? Questions?
      Mobile: iPhone Android Web
      Follow: Facebook Twitter Google+
      Subscribe: RSS Feeds Email Newsletters
      Latest Headlines Health & Medicine Mind & Brain Space & Time Matter & Energy Computers & Math Plants & Animals Earth & Climate Fossils & Ruins