Anti-smoking ads' effects surprising, 'truth' campaign creates best results

By: PEARMAN PARKER

Posted: 10/29/07

Anti-smoking ads may be more of a nuisance than an effective tool to reduce smoking.

A University study explained why these ads deter smoking - or promote cigarette usage.

"Anti-smoking campaigns may not have a direct impact on adolescents' smoking. They may even have some unexpected impact," said Hye-Jin Paek, an assistant professor in the Grady College of Journalism and Mass Communication and co-author of a study published in the journal "Communication Research."

Unintended consequences of ads can heighten the rebellious and naturally curious nature of youth, increasing the inclination to smoke, according to the study.

Paek and co-author Albert Gunther from the University of Wisconsin-Madison suggested that peer perception of the ads have the greatest impact on adolescent smoking.

"They can [be effective], though, when they reinforce the perception that their close friends listen and respond to the campaigns," Paek said.

As cited in the study, Florida's 1998 "truth" campaign proved the most effective at decreasing smoking prevalence and developing antismoking attitudes.

Peer perception and truth ads may not be a deterrent.

"I already know smoking is unhealthy," said Anna Findley, a senior from Lawrenceville. "And the disgusting ads make you say 'ew,' but it doesn't change my behavior."

Findley has been smoking since 16 - four years - despite a nine-month hiatus.

"I was always around it," she said. "The feeling of wanting to smoke a cigarette never goes away."

As for the "truth" campaign, Findley suggested advertisers make changes to get the subjects addressed in the ads across better.

"Problems don't come until way down the road," she said.

Advertising smoking's immediate effects would make a lot of people want to quit, Findley said.

One student has a more critical view on the "truth" campaigns.

"The gun shop ad with a guy shopping for light bullets is [ridiculous]," said Andrew James, a senior from Watkinsville.

Cigarette companies have Web sites that are very clear on differences about light cigarettes, he said.

"Personally, ["truth" ads] have no effect on me whatsoever," he said. "I don't see why people should tell them to stop."

Tobacco is a legal substance, and Surgeon General warnings are displayed, he said.

With more than 1,600 participants from four middle schools in Wisconsin, the study may have future advertising implications, Paek said.

Paek said she hopes anti-smoking campaign practitioners combine ways to prevent smoking instead of relying on mass media messages.

They need to create messages that work for the target audiences, not for the practitioners, she said.

"Health communicators need to learn from commercial marketers and use more sophisticated appeals and take a long term approach," Paek said.