Children"s Understandings of Cigarette Advertisements - Fostering Brand-Specific Demand vs. Promoting Smoking In General

• 영문명: Children"s Understandings of Cigarette Advertisements
• 발행기관: 한국마케팅과학회
• 저자명: Dan Freeman Merrie Brucks Melanie Wallendorf Wendy Boland
• 간행물 정보: 『한국마케팅과학회 학술발표대회논문집』Korean Academy of Marketing Science Fall International Conference, 21~31쪽, 전체 11쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2006.11.30

영문 초록

  Objective - To determine the nature of cigarette advertising’s influence on children’s smoking related perceptions. Specifically, does cigarette advertising affect children’s brand specific perceptions or their perceptions of smoking in general?
  Design & Setting - Active consent procedures were used to recruit a convenience sample of 241 participants (100 - 7 to 8 year olds and 141 - 10 to 11 year olds) from three elementary schools in the southwestern United States. Each participant viewed a series of cigarette and non tobacco related advertisements and indicated what they thought each advertisement was trying to sell. Each response was coded into one of three categories reflecting important differences in children’s understandings of the advertisement - no understanding, product category understanding, and brand understanding.
  Results - Results show that children typically understand the type of product an advertisement is attempting to promote. Importantly, the levels of brand understanding observed for the cigarette advertisements were low in an absolute sense (3% for 7 to 8 year olds; 15.2% for 10 to 11 year-olds), and significantly lower than brand understanding for non tobacco advertisements.
  Conclusion - Children under age 12 appear likely to understand cigarette advertisements as promoting smoking in general, as opposed to promoting specific brands of cigarettes. Consequently, each exposure to an advertisement is likely to have a cumulative influence on children’s perceptions of the attractiveness of smoking and may render them open to future experimentation.
  The question of whether tobacco advertising attracts new cigarette smokers or merely encourages existing users to switch brands is central to controversies about governmental regulation of tobacco promotion. Tobacco companies have long argued that cigarette advertisements are intended to “to get smokers of competitive products to switch” [19] rather than increasing the number of individuals who smoke[17-18]. However, numerous prospective and cross sectional studies show that exposure to tobacco advertising is positively associated with tobacco use initiation by youth (CITE Di Franza et al. 2006). Thus, while tobacco advertising may be intended to induce brand switching, * it also encourages children and adolescents to start smoking. It is therefore disturbing to note that despite legal settlements and strict government regulations, children in many countries continue to be exposed to cigarette advertising in magazines [7-8] and at point of sale [9-11]. In developing countries Outside of North America and Europe, children may be are often exposed to tobacco advertising and promotion with little protection at all (CITE).
  To maximize the effectiveness of tobacco use prevention programs and the persuasiveness of calls for advertising regulation, it is necessary to uncover the psychological processes through which know how exposure to tobacco advertising causes contributes to tobacco use initiation by youth. Extant research suggests that exposure to cigarette advertising heightens children"s curiosity about smoking (CITES), fosters positive user imagery (CITES), and creates expectations about the instrumental value of smoking in meeting social and psychological needs (CITES). Most studies appear to suggest that these effects are brand specific in nature. For example, young children show considerable ability to recognize cigarette brand logos (CITES) and exposure to cigarette advertisements fosters positive imagery about users of the brand (e.g., exposure to a Benson & Hedges advertisement leads to the perceptions that the brand"s users are relaxed, interesting, cool, and rich). However, it is important to note that prior research has tended to utilize brand specific methods that cannot do not allow for the ddetect etection of advertising"s eff

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