Study: Which Anti-Smoking TV Ads Are Most Effective

Nov 12, 2010  •  Post A Comment

Some approaches to convincing people to quit smoking work better than others, and a new study zeros in on which types of TV ads work best, according to U.S. News & World Report.

According to the article, "Television ads that encourage people to quit smoking are most effective when they use a ‘why to quit’ strategy that includes either graphic images or personal testimonials, a new study suggests.

The article continues, "The study authors examined how smokers responded to and reacted to TV ads with different themes. They also looked at the impact that certain characteristics — such as cigarette consumption, desire to quit, and past quit attempts — had on smokers’ responses to the different types of ads."

Besides "why to quit," the other themes used in anti-smoking messages are usually "how to quit and anti-tobacco industry, according to scientists at RTI International, a research institute," the article says..

The study was published online in the journal Tobacco Control.

As  previously reported, the FDA this week rolled out plans for a new “comprehensive tobacco control strategy” that includes adding warnings with graphic images to cigarette packs. Read about it and see what the warnings look like in our report here.

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