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- Title
Evaluation of the Hellenic Anti-smoking Advertisements.
- Authors
Vardavas, Constantine; Patelarou, Evridiki; Chochlidaki, Maria; Symvoulakis, Emmanouil; Androulaki, Zacharenia; Lionis, Christos
- Abstract
Introduction. Anti-tobacco advertisements play an important role in comprehensive tobacco control campaigns, with their context and emotional content found to mediate their effectiveness. Aim. The aim of this study was to evaluate the self-reported effectiveness and emotional context, as rated by Greek adolescents, of three anti-smoking advertisements, dealing with exposure to passive smoking (PS) in various situations, designed by the Hellenic Ministry of Health and Welfare. Method. Informed consent was obtained and questionnaires were distributed to a total of 95 pupils in two high schools of the prefecture of Heraklion. According to the "Global dialogue for effective smoking campaigns" protocol which was adopted, the antismoking advertisements were evaluated by the pupils using a Likert type scale (score 1-7), after their presentation. Results. The anti-smoking advertisements were generally homogenous with regard to the level of the emotional feelings they evoked in the adolescents, with only slight differences between the advertisements. The adolescents clearly stated the clarity of the messages, and the emotional impact was low, with a rating of 1-3 on the Likert type scale being given by 45.7% of adolescents for the anti-smoking advertisement depicting "PS during pregnancy" and 61.9% for those showing "PS in public places". The anti-smoking advertisement on exposure to "PS during pregnancy" revealed the highest effectiveness with a percentage of 56.9% of adolescents reporting 5-7 on the scale of 1-7, in contrast to 47.7% and 40.5% for the anti-smoking advertisements showing "PS in public places", respectively. Conclusions. The Greek anti-smoking advertisements are characterized by their clear message, their satisfactory effectiveness and their low emotional context.
- Subjects
ERAKLEION (Greece); GREECE; ANTISMOKING movement; TOBACCO use; ADVERTISING; PASSIVE smoking; TEENAGERS; EMOTIONS; PREGNANCY
- Publication
Nosileftiki, 2009, Vol 48, Issue 3, p300
- ISSN
1105-6843
- Publication type
Article