This article examines how two executional characteristics of antismoking advertising may interact with other relevant advertising features to affect youth comprehension, appraisal, recall of, and engagement with antismoking ads. Fifty antismoking ads made by tobacco control agencies, tobacco companies, and pharmaceutical companies were appraised by 268 youth using an audience response methodology with a follow-up component. Analyses show that thematic and executional characteristics varied both across and within ad sponsor, and that executional characteristics of "personal testimonial" and "visceral negative" clearly had the strongest and most consistent effect on appraisal, recall, and level of engagement. Antismoking advertisements are not alike in their ability to engage youth. Advocates attempting to develop increasingly successful antismoking campaigns should consider the executional characteristics of proposed ads.

Download full-text PDF

Source
http://dx.doi.org/10.1080/10810730590915100DOI Listing

Publication Analysis

Top Keywords

executional characteristics
20
appraisal recall
12
youth comprehension
8
comprehension appraisal
8
recall engagement
8
engagement antismoking
8
antismoking ads
8
antismoking
6
executional
5
characteristics
5

Similar Publications

Want AI Summaries of new PubMed Abstracts delivered to your In-box?

Enter search terms and have AI summaries delivered each week - change queries or unsubscribe any time!