Exploring Antismoking Ads: Appeals, Themes, and Consequences
- 1 March 2002
- journal article
- research article
- Published by Taylor & Francis in Journal of Health Communication
- Vol. 7 (2) , 123-137
- https://doi.org/10.1080/10810730290088003
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.Keywords
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