TY - JOUR
T1 - The effect of antismoking advertisement executional characteristics on youth comprehension, appraisal, recall, and engagement
AU - Terry-Mcelrath, Yvonne
AU - Wakefield, Melanie
AU - Ruel, Erin
AU - Balch, George I.
AU - Emery, Sherry
AU - Szczypka, Glen
AU - Clegg-Smith, Katherine
AU - Flay, Brian
N1 - Funding Information:
This article was supported by a grant from the National Cancer Institute (CA86273-01, P.I., Melanie Wakefield). We thank Lois Biener, Phillip Klafta, David Hill, William Wells, and Kim Worden for early input into study design and development of measures. Frank Chaloupka, Henry Saffer, and Lloyd Johnston are acknowledged for assistance in the development of the project. We thank Kim McLeod for assistance in scoring ad comprehension and ad characteristics, and Edith Szabo for assistance in locating and synthesizing relevant literature. Finally, we thank the youth who gave their time to participate in the study.
PY - 2005/3
Y1 - 2005/3
N2 - 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.
AB - 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.
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U2 - 10.1080/10810730590915100
DO - 10.1080/10810730590915100
M3 - Article
C2 - 15804904
AN - SCOPUS:15944371315
VL - 10
SP - 127
EP - 143
JO - Journal of Health Communication
JF - Journal of Health Communication
SN - 1081-0730
IS - 2
ER -