OBJECTIVES: The purpose of this project was to explore the extent to which e-cigarette advertisements use youth-appealing content. METHODS: A sample of e-cigarette video ads (N = 154) were coded by 3 independent coders using the content appealing to youth (CAY) index, which measures over 40 youth-appealing features. To calculate a total CAY score for each ad, scores were normalized and summed such that a higher score represented the presence of more youth-appealing elements. RESULTS: All ads included some youth-appealing content, with frequent use of emotional appeals, including happiness (68%), friendship (41%), sex (24%), and success (24%). Over half featured animation. However, product appeals, known to be disliked by youth, were also prevalent. Eighty-seven percent used a direct appeal to e-cigarettes' value over tobacco cigarettes; 66% mentioned product composition; and 40% mentioned health. CONCLUSIONS: Given the unregulated context in the US, e-cigarette marketing currently contains many features that may be particularly appealing to youth.
OBJECTIVES: The purpose of this project was to explore the extent to which e-cigarette advertisements use youth-appealing content. METHODS: A sample of e-cigarette video ads (N = 154) were coded by 3 independent coders using the content appealing to youth (CAY) index, which measures over 40 youth-appealing features. To calculate a total CAY score for each ad, scores were normalized and summed such that a higher score represented the presence of more youth-appealing elements. RESULTS: All ads included some youth-appealing content, with frequent use of emotional appeals, including happiness (68%), friendship (41%), sex (24%), and success (24%). Over half featured animation. However, product appeals, known to be disliked by youth, were also prevalent. Eighty-seven percent used a direct appeal to e-cigarettes' value over tobacco cigarettes; 66% mentioned product composition; and 40% mentioned health. CONCLUSIONS: Given the unregulated context in the US, e-cigarette marketing currently contains many features that may be particularly appealing to youth.
Entities:
Keywords:
Content Appealing to Youth (CAY) Index; advertising; e-cigarettes; youth
Authors: Catherine A Martin; Thomas H Kelly; Mary Kay Rayens; Bethanie R Brogli; Allen Brenzel; W Jackson Smith; Hatim A Omar Journal: J Am Acad Child Adolesc Psychiatry Date: 2002-12 Impact factor: 8.829
Authors: Andrea C Villanti; Jessica M Rath; Valerie F Williams; Jennifer L Pearson; Amanda Richardson; David B Abrams; Raymond S Niaura; Donna M Vallone Journal: Nicotine Tob Res Date: 2015-11-16 Impact factor: 4.244
Authors: Matthew C Farrelly; Jennifer C Duke; Erik C Crankshaw; Matthew E Eggers; Youn O Lee; James M Nonnemaker; Annice E Kim; Lauren Porter Journal: Am J Prev Med Date: 2015-07-07 Impact factor: 5.043
Authors: Tushar Singh; Israel T Agaku; René A Arrazola; Kristy L Marynak; Linda J Neff; Italia T Rolle; Brian A King Journal: Pediatrics Date: 2016-05 Impact factor: 7.124
Authors: Dale S Mantey; Maria R Cooper; Stephanie L Clendennen; Keryn E Pasch; Cheryl L Perry Journal: J Adolesc Health Date: 2016-04-12 Impact factor: 5.012
Authors: Kimberly D Wiseman; Jennifer Cornacchione; Kimberly G Wagoner; Seth M Noar; Kathryn E Moracco; Randall Teal; Mark Wolfson; Erin L Sutfin Journal: Nicotine Tob Res Date: 2016-01-13 Impact factor: 4.244
Authors: Jessica L King; Allison Lazard; Beth A Reboussin; Leah Ranney; Jennifer Cornacchione Ross; Kimberly G Wagoner; Erin L Sutfin Journal: Nicotine Tob Res Date: 2020-04-21 Impact factor: 4.244
Authors: Megan E Roberts; Brittney Keller-Hamilton; Alice Hinton; Christopher R Browning; Michael D Slater; Wenna Xi; Amy K Ferketich Journal: Addict Behav Date: 2018-08-30 Impact factor: 3.913
Authors: Cheryl L Perry; MeLisa R Creamer; Benjamin W Chaffee; Jennifer B Unger; Erin L Sutfin; Grace Kong; Ce Shang; Stephanie L Clendennen; Suchitra Krishnan-Sarin; Mary Ann Pentz Journal: Nicotine Tob Res Date: 2020-06-12 Impact factor: 4.244
Authors: Andrew J Barnes; Rose S Bono; Alyssa K Rudy; Cosima Hoetger; Nicole E Nicksic; Caroline O Cobb Journal: Addiction Date: 2020-05-14 Impact factor: 6.526