What Defines an Effective Anti-Tobacco TV Advertisement? A Pilot Study among Greek Adolescents

International Journal of Environmental Research and Public Health

Constantine I. Vardavas²  Emmanouil K. Symvoulakis²  Gregory N. Connolly¹  Evridiki Patelarou³ 

[1] Harvard School of Public Health, Harvard University, Boston, MA 02115, USA; E-Mail:;Clinic of Social and Family Medicine, Department of Social Medicine, Faculty of Medicine, University of Crete, Heraklion, 71003, Greece; E-Mails:;University Hospital of Heraklion, Crete, 71003, Greece; E-Mail:

关键词: smoking;    prevention;    mass media;    health education;    adolescents;    tobacco control;    anti-tobacco;    counter advertising;   

DOI  :  10.3390/ijerph7010078

来源: mdpi

【 摘 要 】

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.

【 授权许可】

CC BY   
© 2010 by the authors; licensee Molecular Diversity Preservation International, Basel, Switzerland.