Katherine L Friedman1, Megan E Roberts1, Brittney Keller-Hamilton1, Katherine A Yates2, Electra D Paskett1,3,4, Micah L Berman1,5, Michael D Slater6, Bo Lu1, Amy K Ferketich1. 1. a OSU College of Public Health, The Ohio State University, Columbus , Ohio , USA. 2. b Harvard Medical School , Boston , Massachusetts, USA. 3. c OSU Comprehensive Cancer Center, The Ohio State University, Columbus , Ohio , USA. 4. d OSU College of Medicine, The Ohio State University, Columbus , Ohio , USA. 5. e OSU Moritz College of Law, The Ohio State University, Columbus , Ohio , USA. 6. f OSU School of Communication, The Ohio State University , Columbus , Ohio, USA.
Abstract
BACKGROUND: Previous studies have examined what adolescents find appealing in tobacco and alcohol advertisements and how different themes in advertisements are used to manipulate consumer behaviors. Yet, we know little about the relationship between the themes portrayed in advertisements and youth attitudes towards those themes. OBJECTIVES: This study compared attitudes towards advertisements for different consumer products in a sample of urban and rural adolescent boys in order to examine how key marketing themes impact adolescent attitudes towards those advertisements. METHODS: Participants were 11- to 16-year-old boys (N = 1220) residing in either urban or rural Ohio Appalachian counties. Each participant viewed five print advertisements (one each for cigarettes, electronic cigarettes (e-cigarettes), smokeless tobacco (SLT), non-alcoholic beverages, and alcohol), presented in a random order, for eight seconds each. All advertisements had appeared in magazines that adolescent males commonly read. Attitudes towards each of the five advertisements were assessed. The advertisements were then coded for the presence of various themes, including social acceptance and masculinity. Analyses were conducted to determine associations between advertisement type and the attitude measure, and between the presence of a theme and the attitude measure. RESULTS: Overall, participants preferred non-tobacco advertisements to tobacco advertisements, rural participants had less positive attitudes and participants who had peers who used tobacco had more positive attitudes. Social acceptance and entertainment themes increased the appeal of SLT advertisements, and sex appeal increased the appeal of e-cigarette advertisements. Conclusions/Importance: Findings suggest that advertisements that promote the social nature of use in SLT advertisements may be of particular concern for their influence on adolescent boys.
BACKGROUND: Previous studies have examined what adolescents find appealing in tobacco and alcohol advertisements and how different themes in advertisements are used to manipulate consumer behaviors. Yet, we know little about the relationship between the themes portrayed in advertisements and youth attitudes towards those themes. OBJECTIVES: This study compared attitudes towards advertisements for different consumer products in a sample of urban and rural adolescent boys in order to examine how key marketing themes impact adolescent attitudes towards those advertisements. METHODS:Participants were 11- to 16-year-old boys (N = 1220) residing in either urban or rural Ohio Appalachian counties. Each participant viewed five print advertisements (one each for cigarettes, electronic cigarettes (e-cigarettes), smokeless tobacco (SLT), non-alcoholic beverages, and alcohol), presented in a random order, for eight seconds each. All advertisements had appeared in magazines that adolescent males commonly read. Attitudes towards each of the five advertisements were assessed. The advertisements were then coded for the presence of various themes, including social acceptance and masculinity. Analyses were conducted to determine associations between advertisement type and the attitude measure, and between the presence of a theme and the attitude measure. RESULTS: Overall, participants preferred non-tobacco advertisements to tobacco advertisements, rural participants had less positive attitudes and participants who had peers who used tobacco had more positive attitudes. Social acceptance and entertainment themes increased the appeal of SLT advertisements, and sex appeal increased the appeal of e-cigarette advertisements. Conclusions/Importance: Findings suggest that advertisements that promote the social nature of use in SLT advertisements may be of particular concern for their influence on adolescent boys.
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: Brittney Keller-Hamilton; Megan E Roberts; Michael D Slater; Micah Berman; Amy K Ferketich Journal: Tob Control Date: 2019-02-16 Impact factor: 7.552
Authors: Montgomry L Burgoon; Thomas Albani; Brittney Keller-Hamilton; Bo Lu; Megan E Roberts; Peter F Craigmile; Christopher Browning; Wenna Xi; Amy K Ferketich Journal: Am J Drug Alcohol Abuse Date: 2019-01-02 Impact factor: 3.829
Authors: Brittney Keller-Hamilton; Bo Lu; Megan E Roberts; Micah L Berman; Elisabeth D Root; Amy K Ferketich Journal: Addict Behav Date: 2020-12-08 Impact factor: 3.913
Authors: Brittney Keller-Hamilton; Hayley Curran; Elise M Stevens; Michael D Slater; Bo Lu; Megan E Roberts; Amy K Ferketich Journal: Int J Environ Res Public Health Date: 2021-11-06 Impact factor: 3.390
Authors: Abigail T Evans; Ellen Peters; Brittney Keller-Hamilton; Christopher Loiewski; Michael D Slater; Bo Lu; Megan E Roberts; Amy K Ferketich Journal: Tob Regul Sci Date: 2018-05
Authors: Megan E Roberts; Andreas A Teferra; Brittney Keller-Hamilton; Joanne G Patterson; Amy K Ferketich Journal: Prev Med Date: 2020-08-24 Impact factor: 4.637