It is disingenuous, too, to say that smokers are not being barred from the bar, but just barred from smoking. This is like telling a vegetarian that his favourite restaurant has been turned into a steakhouse - but he's still welcome! For many of us, a drink and a smoke complement each other so perfectly that being forbidden to smoke is not only infuriating but a genuine loss, the loss of a cherished pleasure and a part of our lifestyle. One smoker I know describes it as ‘like being forced to eat chips with no salt'.
The objective is to assist in planning anti-smoking advertising that targets youth. Using APC as e an attempt is made to explain why certain advertising campaigns have been more cost effective than others in terms of reducing adolescent smoking prevalence. Several factors which prior research and theory suggest may be important to cost effectiveness are examined. Specifically, three variables pertaining to the advertising message (content, consistency, and clarity) and two variables related to the advertising execution or style (age of spokesperson and depiction of smoking behaviour) are studied. Nowadays, a total of 1128 seventh grade (age 12–13 years) and 10th grade (age 15–16 years) students participated in the supplemental data collection effort.
An anti-smoking campaign
(1) a greater use of message content that prior research suggests is efficacious with youth; (2) a more concentrated use of a single efficacious message; (3) an avoidance of unclear messages; and (4) an increased use of youthful spokespeople that adolescents could more readily identify with. No indication was found that depictions of smoking undermined campaign effectiveness by inadvertently implying that smoking was prevalent.
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