Opinions of Seventh to Twelfth Graders regarding the Effectiveness of Pro- and Anti-Smoking Messages

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Abstract
This study examined the opinions of 3,100 seventh to twelfth grade students regarding the perceived effectiveness of various components of both pro-smoking and anti-smoking messages. The volunteer subjects were enrolled in twenty-eight junior and senior high schools throughout the Commonwealth of Pennsylvania. Survey results indicated that most teenagers were exposed to anti-smoking information and materials in schools. The materials were preceived to be of good quality, and most students understood the information which was presented. Anti-smoking messages were supportive in helping non-smokers maintain their abstinence, but only one-third of smokers reported that anti-smoking messages influenced their choice to smoke or not to smoke. Statistically significant differences existed between smokers and non-smokers in their receptivity to anti-smoking messages. Non-smokers found anti-smoking messages to be interesting and they wanted to know more about smoking, while smokers often found anti-smoking messages to be boring and useless. Students claimed that promotional smoking advertisements did not seem to exert a direct influence on the adoption of smoking during adolescence. However, promotional advertisements were very effective in depicting smoking as enjoyable or pleasant, and reinforced the teenage smokers' desire to smoke. Both teenage smokers and non-smokers found anti-smoking messages on television to be very effective in making people aware of the dangers of smoking, and over half of all respondents indicated that these messages make people want to stop smoking.