African American Teenage Smoking Attitudes and Beliefs Toward Cigarette Smoking Cessation Program Advertisements: "Putting Emphasis on the Real"

Peters Jr, Ronald J.; Johnson, Regina Jones; Meshack, Angela; Hill, Mandy
September 2011
Texas Public Health Journal;Fall2011, Vol. 63 Issue 4, p22
Academic Journal
A qualitative approach was used to investigate attitudes, beliefs and norms about participation in smoking cessation programs among a sample of African-American high school students (n = 100), aged 14 to 19 years in the United States who were current smokers. Interestingly, both males and females were drawn to advertisements that featured factual cigarette information transmission. In addition, both males and female believed that advertisements that featured attractive female smokers who were dealing with smoking related hygiene (yellow teeth, bad breath) and mortality issues were attention getters. These fi ndings confi rm that African American smokers may be more drawn to smoking prevention and cessation advertisements that emphasize information that is "real" and sources who are female and "attractive" compared to socially reinforcing, rewarding, or facilitating themes.


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