search query: @author Quester, P. / total: 5
reference: 3 / 5
| Author: | Quester, P. |
| Title: | A cross cultural study of juvenile response to anti-smoking advertisements |
| Journal: | Journal of Euromarketing
1999 : VOL. 7:2, p. 29-44 |
| Index terms: | Tobacco industry Advertising Australia Asia |
| Freeterms: | Cultural differences |
| Language: | eng |
| Abstract: | The debate about cigarette advertising is well documented, as increasing evidence about the harmful effects of tobacco is uncovered. In this study, the impact of such messages is examined and the degree to which it may be culturally sensitive is explored. Surveys conducted both in Australia and Malaysia with young adults found some evidence that anti-smoking messages do achieve their intended purpose and that, surprisingly, the cultural variable may not be as strongly influential as expected. |
SCIMA