search query: @author Krugman, D. / total: 3
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| Author: | Krugman, D. |
| Title: | Do adolescents attend to warnings in cigarette advertising? An eye-tracking approach |
| Journal: | Journal of Advertising Research
1994 : NOV/DEC, VOL. 34:6, p. 39-52 |
| Index terms: | ADVERTISING CIGARETTE INDUSTRY GOVERNMENT |
| Language: | eng |
| Abstract: | Currently mandated and new health warnings in the context of magazine ads for two cigarettes were studied among adolescents. Focus groups were used to garner a basic understanding of how adolescents react to cigarette advertising and currently mandated Surgeon General Warnings, and to develop new warnings. Results indicated that within the competitive reading environment of a cigarette ad, new warnings attract greater readership, with quicker attention to warnings than mandated warnings. |
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