The effect of antismoking advertisement executional characteristics on youth comprehension, appraisal, recall, and engagement

Yvonne Terry-Mcelrath; Melanie Wakefield; Erin Ruel; George I. Balch; Sherry Emery; Glen Szczypka; Katherine Clegg-Smith; Brian Flay

doi:10.1080/10810730590915100

The effect of antismoking advertisement executional characteristics on youth comprehension, appraisal, recall, and engagement

Yvonne Terry-Mcelrath, Melanie Wakefield, Erin Ruel, George I. Balch, Sherry Emery, Glen Szczypka, Katherine Clegg-Smith, Brian Flay

Research output: Contribution to journal › Article › peer-review

Abstract

This article examines how two executional characteristics of antismoking advertising may interact with other relevant advertising features to affect youth comprehension, appraisal, recall of, and engagement with antismoking ads. Fifty antismoking ads made by tobacco control agencies, tobacco companies, and pharmaceutical companies were appraised by 268 youth using an audience response methodology with a follow-up component. Analyses show that thematic and executional characteristics varied both across and within ad sponsor, and that executional characteristics of "personal testimonial" and "visceral negative" clearly had the strongest and most consistent effect on appraisal, recall, and level of engagement. Antismoking advertisements are not alike in their ability to engage youth. Advocates attempting to develop increasingly successful antismoking campaigns should consider the executional characteristics of proposed ads.

Original language	English (US)
Pages (from-to)	127-143
Number of pages	17
Journal	Journal of health communication
Volume	10
Issue number	2
DOIs	https://doi.org/10.1080/10810730590915100
State	Published - Mar 1 2005
Externally published	Yes

ASJC Scopus subject areas

Health(social science)
Communication
Public Health, Environmental and Occupational Health
Library and Information Sciences

Access to Document

10.1080/10810730590915100

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The effect of antismoking advertisement executional characteristics on youth comprehension, appraisal, recall, and engagement. / Terry-Mcelrath, Yvonne; Wakefield, Melanie; Ruel, Erin; Balch, George I.; Emery, Sherry; Szczypka, Glen; Clegg-Smith, Katherine; Flay, Brian.

In: Journal of health communication, Vol. 10, No. 2, 01.03.2005, p. 127-143.

Research output: Contribution to journal › Article › peer-review

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