Proscriptive models and evidence in antismoking advertising.

This study assessed the proscriptive models and evidence used in antismoking campaigns. A content analysis of 399 television advertisements cataloged in the Media Campaign Resource Center database was conducted. Findings reveal that the analyzed advertisements fail to use evidence and often reinforce proscriptive models of smoking. In advertisements with images of a smoker (N = 111), 40% showed no graphic visual consequences from smoking, and 2% portrayed the smoker as someone engaged in vigorous activities. In 20% of the advertisements, smoking was portrayed as a rite of passage to adulthood. Most of the advertisements did not provide any evidence to support the claims made, and advertisements aimed at teenagers were significantly less likely to use evidence than were advertisements aimed at adults (p < .01). The research identifies several areas of improvement for antismoking campaigns.