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| Tekijä: | Devlin, E. (et al.) |
| Otsikko: | Comparative study of young people's response to anti-smoking messages |
| Lehti: | International Journal of Advertising
2007 : VOL.26:1, p.99-128 |
| Asiasana: | young people smoking |
| Kieli: | eng |
| Tiivistelmä: | To reduce smoking rates, targeting young people in their early teens before they have established a smoking habit may be critical. This study examines young people's response to different types of message appeal employing qualitative research design. Altogether 12 focus groups and 18 friendship pairs comprising 11-14-year-ols were studied in England. Half of them were smokers and half of them experimenting with smoking. The findings indicate that no single anti-smoking message is likely to have universal appeal and that young peoples response to message appeals is medicated by the values they attach to smoking. |
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