Perceived Effectiveness of Tobacco Countermarketing Advertisements among Young Adults

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Objectives: To measure relative effectiveness of tobacco countermarketing advertisements by category and emotive execution style among young adults.

Methods: Participants (n=1011) from 2 US 4-year colleges, one southern and one northern were surveyed before and after viewing advertisements in one of 3 categories: social norms, health consequences, or tobacco industry manipulation and with 4 emotive bexecution styles: drama, testimonial (negative emotive) and humor, sarcasm (positive).

Results: Health consequences and negative emotive advertisements were rated significantly most persuasive.

Conclusions: This is the first study to support the effectiveness of tobacco countermarketing advertisements emphasizing the negative emotive health consequences of smoking among young adults.

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