Posted on 07/20/2007 8:21:18 AM PDT by Sonny M
The more exposure middle school students have to anti-smoking ads, the more likely they are to smoke, according to a new University of Georgia study.
Hye-Jin Paek, an assistant professor at UGA, found that many anti-smoking ad campaigns have the opposite effect on teenagers, backfiring because they actually encourage the rebellious nature of youth.
"They don't want to hear what they should do or not do," Paek said. Instead, she said, ads should focus on convincing teens their friends are heeding the anti-smoking warning because peer pressure has the most direct effect.
Paek and co-author Albert Gunther from the University of Wisconsin-Madison examined surveys from 1,700 middle school students about their exposure to anti-smoking ads and their intention to smoke. The study will be published in the August issue of the journal "Communication Research."
The study is the latest in a string of research showing that anti-smoking campaigns often have ad little to no impact on teens. In 2002, a study commissioned by an anti-smoking foundation found tobacco manufacturer Philip Morris' youth anti-smoking campaign was making students more likely to smoke.
Paek said the data showed middle school students are more like to be influenced by the perception of what their friends are doing, and that anti-smoking campaigns should be more focused on peer relations.
"Rather than saying, 'don't smoke,' it is better to say, "your friends are listening to this message and not smoking," she said. "It doesn't really matter what their peers are actually doing."
Nope :-)
That’s no reason to stop them. Just ask the ONDCP.
Blaming old PM again, eh; the Cryptoquote a few days ago was “The cleverness of avarice is but the cunning of imbecility.”
Edward Bulwar Lytton
You forgot the :::sarc::: tag. ;)
Advertisers know EVERYTHING about what makes every section of society tick.
$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$
God how I hate those little f$%kers. I want to punch that kid in the face and hold him down and cram about 50 cigarettes in his mouth till he pukes.
They need studies to figure out that kids usually do the opposite of what their parents and elders say?
Keep pushing the anti-smoking propaganda, they are creating smokers by the dozens.
“”Rather than saying, ‘don’t smoke,’ it is better to say, “your friends are listening to this message and not smoking,” she said. “It doesn’t really matter what their peers are actually doing.”
In other words,LIE !!!!!
God,what morons these folks are.
One can only hope so.
LOL.
No, they really don't.
I knew several marketing executives, and had professors who were considered in the "who's who" in advertising.
The Dilbert comics and cartoons are a more accurate description of how people in advertising are, then anything that most people believe.
I was classmates (during my MBA) with a guy who was a marketing exec at a tobacco company, he was a smart kid, and a nice guy, but like most guys in advertising, way out of touch.
Advertising guys are no where near how they are portrayed, its just a portrayal that they love having.
Strange (or not so), most of them blame the free market for so many of their ideas falling, and come across as really anti-consumer.
Prolly because we remember the past while these monkeys are always re-inventing the wheel.
Probably because many of us copy hundreds of articles they publish for later on, when they start to back track, spew more lies, or spit all over themselves when they are caught! heh!
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