Exploring Persuasiveness of Non Cigarette Tobacco Product (NCTP) Advertising on Y

探索 Y 上非卷烟烟草产品 (NCTP) 广告的说服力

基本信息

批准号：
8487009
负责人：
Smita Banerjee
金额：
$ 13.25万
依托单位：
SLOAN-KETTERING INST CAN RESEARCH
依托单位国家：
美国
项目类别：
财政年份：
2013
资助国家：
美国
起止时间：
2013-07-15 至 2014-12-30
项目状态：
已结题

来源：
https://reporter.nih.gov/project-details/8487009
关键词：
12 year old 17 year old Address Adoption Advertisements Advertising Affect Agreement Air American Award Awareness Behavioral Sciences Camels Cessation of life Cigarette Communities Comprehension Coupled Data Databases Electronics Floods Frequencies Gender Goals Health Communication High Prevalence Image Intelligence Intervention Journals Laws Marketing Measures Mission Modeling National Institute of Drug Abuse Nicotine Nicotine Dependence Online Systems Penetration Perception Persuasive Communication Phase Prevention Printing Public Health Publishing Reporting Research Research Design Research Personnel Research Priority Research Project Grants Resistance Restaurants Risk Sales Sampling Smoke Smokeless Tobacco Smoking Smoking Prevention Smoking Status Surgeon Surveys Testing Time Tobacco Tobacco Industry Tobacco use Transportation United States United States Food and Drug Administration Visual Voice Vulnerable Populations Woman Workplace Youth abstracting base cigarette smoking literacy prevent psychologic public health relevance smoking cessation snus social tobacco advertising tobacco control uptake young adult

项目摘要

DESCRIPTION (provided by applicant): Exploring Persuasiveness of Non Cigarette Tobacco Product (NCTP) Advertising on Young Adults Project Summary/Abstract The declining rates of cigarette smoking in the United States and increases in smoke-free ordinances2 have prompted US tobacco companies to introduce such as snus, dissolvables, and electronic cigarettes raising public health concern about the ease of nicotine availability and extensive variety in the increasing tobacco market.6 The aggressive marketing approaches have resulted in a flooding of NCTP advertisements in magazines, with a high penetration in magazines with substantial young adult readership.11;38;40The growing public health concern regarding the persuasive impact of aggressive NCTP marketing and young adult uptake of NCTPs thereby resulting in sustained nicotine addiction has been voiced by the latest Surgeon General's report on preventing tobacco use2 and raised as a research priority by the Food and Drug Administration's (FDAS's) Center for Tobacco Products.12 Some recent studies have reported highest awareness and experimentation of NCTPs by young adults,3;5;29;71;72 therefore raising the imminent need for public health communication to develop interventions and campaigns to create resistance to tobacco companies' marketing strategies and prevent uptake of NCTPs. The proposed study is an important first-step in that direction. It applies a well-established social-psychological framework (the Elaboration Likelihood Model of Persuasion or the ELM)14 to understand the persuasive framing of NCTP advertisements and subsequent impact on young adults. The proposed project will be completed in two phases during a one-year period. The first phase, a content analysis of NCTP print advertisements (specifically for snus, dissolvables, and electronic cigarettes) in magazines with highest young adult readership will provide qualitative data on an array of persuasive strategies used to promote NCTPs. Utilizing a proprietary web-based database, Stradegy, compiled by Kantar Media Intelligence,13 the data for content analysis will be made available to the research team in a short amount of time. The content analysis will provide a complete listing of specific NCTP print advertisements, frequency of advertisement placement, and an identification of persuasive rhetorical, textual, and visual themes used in each advertisement respectively. This first phase will provide us with an array of approximately 100 distinct NCTP advertising print images. Guided by the ELM,14 the second phase of the proposed research will be an online survey study (administered in partnership with Zoomerang, an online survey company) to understand the persuasive impact (by measuring advertisement comprehension, liking, credibility, affect, and overall appraisal) of NCTP advertisements on a nationally representative panel of 1,000 young adults. The long-term objective of this research plan is to develop and pilot test media-literacy based counter-marketing interventions for discouraging NCTP experimentation and poly-tobacco use in young adults.

描述（由申请人提供）：探索针对年轻人的非卷烟烟草产品 (NCTP) 广告的说服力项目摘要/摘要美国吸烟率的下降和无烟法规的增加促使美国烟草公司引入此类广告口含烟、可溶解香烟和电子烟引起了公众对尼古丁的容易获取性和不断增长的烟草市场中种类繁多的健康的担忧。 6 积极的营销方式导致了杂志上充斥着 NCTP 广告，在拥有大量年轻成人读者的杂志中渗透率很高。11;38;40 积极的 NCTP 营销的说服力影响和年轻人对 NCTP 的吸收从而导致持续的尼古丁成瘾，公众健康日益关注这一问题最新的卫生局局长关于预防烟草使用的报告2指出了这一点，并由美国食品和药物管理局 (FDAS) 烟草中心提出作为研究重点产品12 最近的一些研究报告称，年轻人对 NCTP 的认识和实验最高，3;5;29;71;72 因此，迫切需要进行公共卫生沟通，以制定干预措施和运动，以形成对烟草公司营销策略的抵制并阻止 NCTP 的吸收。拟议的研究是朝这个方向迈出的重要的第一步。它应用完善的社会心理学框架（说服的细化似然模型或 ELM）14 来理解 NCTP 广告的说服框架以及随后对年轻人的影响。拟议项目将在一年内分两期完成。第一阶段，对年轻成人读者最多的杂志上的 NCTP 印刷广告（特别是鼻烟、可溶性香烟和电子烟）进行内容分析，将为用于推广 NCTP 的一系列说服策略提供定性数据。利用 Kantar Media Intelligence 编制的基于网络的专有数据库“Strategy”13，研究团队将在短时间内获得用于内容分析的数据。内容分析将提供特定 NCTP 印刷广告的完整列表、广告投放频率以及每个广告中分别使用的说服性修辞、文本和视觉主题的识别。第一阶段将为我们提供一系列大约 100 个不同的 NCTP 广告印刷图像。在 ELM 的指导下，14拟议研究的第二阶段将是一项在线调查研究（与在线调查公司 Zoomerang 合作进行），以了解说服力影响（通过衡量广告理解、喜好、可信度、影响力和总体影响力）。由 1,000 名年轻人组成的全国代表小组对 NCTP 广告进行评估）。该研究计划的长期目标是开发和试点测试基于媒体素养的反营销干预措施，以阻止年轻人进行 NCTP 实验和多种烟草的使用。