MAXIMIZING THE IMPACT OF EMOTIVE ANTITOBACCO ADVERTISING: EFFECTS OF INTERPERSONAL DISCUSSION AND PROGRAM PLACEMENT

Recent research suggests antitobacco advertising that elicits strong emotional arousal may be effective in prompting cessation. We examined response to a new graphic emotive advertisement about the smoking-related disease emphysema. We aimed to investigate the influence of the ad-induced interpersonal communication and the effect of television program viewing context. In a preexposure interview daily smokers (n = 205) were asked to watch a particular television program they usually watched. Post-exposure interviews examining recall and responses were conducted within two days of exposure. Over a quarter (26%) discussed the ad and these participants were more likely to be motivated to quit. Those who saw the television ad within a comedy program were less likely to believe the ad, whereas those who saw it during a reality TV / game show were more likely to discuss the ad and be motivated to quit smoking. These findings indicate that discussion of the ad with family and friends is associated with intentions to quit, our results also suggest there might be some value in placing graphic emotional ads within reality television or game show programs and in avoiding comedy programs.