Adolescent exposure to cigarette advertising in magazines : An evaluation of brand-specific advertising in relation to youth readership.
Context. - Understanding the relationship between cigarette advertising and youth smoking is essential to develop effective interventions.
Magazine advertising accounts for nearly half of all cigarette advertising expenditures.
- To investigate whether cigarette brands popular among adolescent smokers are more likely than adult brands to advertise in magazines with high adolescent readerships.
- Cross-sectional analysis of 1994 data on (1) the presence of advertising by 12 cigarette brands in a sample of 39 popular US magazines ; and (2) the youth (ages 12-17 years), young adult (ages 18-24 years), and total readership for each magazine.
Main Outcome Measures
- The presence or absence of advertising in each of the 39 magazines in 1994 for each of the 12 cigarette brands.
- After controlling for total magazine readership, the percentage of young adult readers, advertising costs and expenditures, and magazine demographics, youth cigarette brands (those smoked by more than 2.5% of 10-to 15-year-old smokers in 1993) were more likely than adult brands to advertise in magazines with a higher percentage of youth readers.
Holding all other variables constant at their sample means, the estimated probability of an adult brand advertising in a magazine decreased over the observed range of youth readership from 0.73 (95% confidence interval [Cl], 0.50-0.96) for magazines with 4% youth readers to 0.18 (95% Cl, 0.00-0. (...)
Mots-clés Pascal : Publicité, Cigarette, Journal, Adolescent, Homme, Evaluation
Mots-clés Pascal anglais : Advertising, Cigarette, Newspaper, Adolescent, Human, Evaluation
Notice produite par :
Inist-CNRS - Institut de l'Information Scientifique et Technique
Cote : 98-0144545
Code Inist : 002B03E. Création : 21/07/1998.