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What Defines an Effective Anti-Tobacco TV Advertisement? A Pilot Study among Greek Adolescents
Clinic of Social and Family Medicine, Department of Social Medicine, Faculty of Medicine, University of Crete, Heraklion, 71003, Greece
Harvard School of Public Health, Harvard University, Boston, MA 02115, USA
University Hospital of Heraklion, Crete, 71003, Greece
* Author to whom correspondence should be addressed.
Received: 16 November 2009; Accepted: 24 December 2009 / Published: 8 January 2010
Abstract: 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.
Keywords: smoking; prevention; mass media; health education; adolescents; tobacco control; anti-tobacco; counter advertising
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Vardavas, C.I.; Symvoulakis, E.K.; Connolly, G.N.; Patelarou, E.; Lionis, C. What Defines an Effective Anti-Tobacco TV Advertisement? A Pilot Study among Greek Adolescents. Int. J. Environ. Res. Public Health 2010, 7, 78-88.
Vardavas CI, Symvoulakis EK, Connolly GN, Patelarou E, Lionis C. What Defines an Effective Anti-Tobacco TV Advertisement? A Pilot Study among Greek Adolescents. International Journal of Environmental Research and Public Health. 2010; 7(1):78-88.
Vardavas, Constantine I.; Symvoulakis, Emmanouil K.; Connolly, Gregory N.; Patelarou, Evridiki; Lionis, Christos. 2010. "What Defines an Effective Anti-Tobacco TV Advertisement? A Pilot Study among Greek Adolescents." Int. J. Environ. Res. Public Health 7, no. 1: 78-88.