Exploring Antismoking Ads: Appeals, Themes, and Consequences

Author: Beaudoin C. E.

Source: Journal of Health Communication, Volume 7, Number 2, 1 March 2002 , pp. 123-137(15)

Publisher: Taylor and Francis Ltd

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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.

Language: English

Document Type: Research article

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