Findings You Can Use

Beaudion, C. (2002). "Exploring antismoking ads: appeals, themes and consequences," Journal of Health Communication, 7(2), 123-127.

[Link to full article - (216 KB)]

Abstract: In this study we seek a descriptive understanding of antismoking television advertising in light of the problem cigarette consumption poses for society today. We establish relationships between ad characteristics and whether ads have a youth or adult orientation, based on a content analysis of 197 antismoking television advertisements produced between 1991 and 1999. The study finds that youth-oriented ads have youth characters, sociability, and humor as common appeals, and social and short-term consequences. In contrast, adult-oriented ads relied on fear appeals and long-term, health-related consequences.

Major Findings

• Antismoking ads have changed dramatically in the past two decades.
• Youth TV anti-smoking ads are filled with youth characters, humor and sociability and rely on short-term and social consequences.
• In contrast, adult ads are filled with fear and rely on long-term health consequences.
• Showing the manipulation of the tobacco industry is effective for both youths and adults and the theme is common in antismoking TV ads (appearing in 24% of all studied ads).
• Youth access to tobacco products and romantic rejection are largely ineffective in both youths and adults and these themes were rare (in a total of 10% of all ads).
• The cessation theme is common (23%) but the message works better for adults than youths.