Findings You Can Use

Biener, L., Ji, M. Gilpin, E., & Albers, A., (2004). "The impact of emotional tone, message, and broadcast parameters in youth antismoking advertisements," Journal of Health Communication, 9 (3), 259-274.

[Link to full article - (2.18 MB)]

Abstract: Despite the success of antismoking campaigns that aim to prevent young teens from smoking, this qualitative study provides strong evidence that different initiatives are needed for college students, particularly those who already smoke. When asked for responses to current antismoking messages, nonsmokers generally championed the cause; however, smokers often responded with anger, defiance, denial, and other negative responses. Consumers who respond in this manner are not well served by existing strategies, and money used for such campaigns could be better spent. New strategies are offered in hopes that antismoking campaigns can communicate more effectively with one high-risk group-college student smokers.

Major Findings

• Illness ads are perceived by youths as most effective, followed by normative and humorous ads.
• Anti-tobacco ads perceived as most effective by youths were those evoking strong negative emotions (fear or sadness) and conveying thought-provoking and believable messages about the serious long-term health consequences of tobacco.
• Positive but emotionally weak and not thought-provoking ads were perceived as less effective. Normative ads were also seen as less effective.
• This and other studies suggest that arousing emotion can increase the effectiveness of advertising. But if an ad is too emotional, it can contribute to early audience wear out as compared to less emotional ads.
• Girls recall more ads than boys in all three categories, with the biggest difference found for normative ads.
• Younger viewers (12-13) remember the ads more than older viewers (14-15) across all three categories.
• Youths who own tobacco promotional materials rate the anti-tobacco ads as significantly less effective than those who don't own such materials.