search query: @indexterm CIGARETTE INDUSTRY / total: 95
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| Author: | Kelly, K. J. Slater, M. D. Karan, D. |
| Title: | Image Advertisements' Influence on Adolescents' Perceptions of the Desirability of Beer and Cigarettes |
| Journal: | Journal of Public Policy and Marketing
2002 : FALL, VOL. 21:2, p. 295-304 |
| Index terms: | IMAGE ADVERTISING BREWING INDUSTRY CIGARETTE INDUSTRY |
| Language: | eng |
| Abstract: | The authors examine whether attitude toward the ad (Aad) and attitude toward the brand (Ah,) mediate the effects of visual, image-oriented content in advertisements on perceptions of the desirability of beer and cigarettes, as well as of soft drinks. Adolescents (n = 384) rated either image advertisements with visuals for cigarettes, beer, and soft drinks or comparable tombstone advertisements that had no photographs or drawings. Advertisements with image-oriented visuals were found to directly produce more positive Àad, Ah, and attitude toward the product category (Apc) evaluations than did the tombstone versions. The authors then used structural equation modeling to examine the relationship among Aad, Ah, and Apc. |
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