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  1. Fulltext. Crafting effective tobacco counteradvertisements : lessons from a failed campaign directed at teenagers : Recent reports on high-risk adolescents.

    Article - En anglais


    Focus group research conducted by the Centers for Disease Control and Prevention's Office on Smoking and Health suggested that the desire of teenagers to gain control over their lives would make them responsive to a counteradvertising strategy aimed at exposing the predatory marketing techniques of the tobacco industry.

    On the basis of this strategy, the office developed draft print advertisements and a rough TV commercial featuring such theme lines as You get an image.

    They get an addict. « in those ads, »they referred to cigarette companies.

    Subsequent testing of the campaign materials, however, indicated that the subtle, sophisticated execution of this concept of manipulation by the industry did not communicate clearly and effectively to an audience of young teens.

    Mots-clés Pascal : Programme sanitaire, Prévention, Education sanitaire, Campagne de masse, Mass media, Industrie tabac, Adolescent, Tabagisme, Etats Unis, Homme, Amérique du Nord, Amérique

    Mots-clés Pascal anglais : Sanitary program, Prevention, Health education, Mass campaign, Mass media, Tobacco industry, Adolescent, Tobacco smoking, United States, Human, North America, America

    Logo du centre Notice produite par :
    Inist-CNRS - Institut de l'Information Scientifique et Technique

    Cote : 94-0021291

    Code Inist : 002B30A03B. Création : 199406.