Evaluating the Characteristics that Influence Persuasiveness of Secondhand Smoke Advertisements

Audience: This work will help inform which characteristics of different SHS TV advertisements are the most effective at engaging and targeting parents to motivate adoption of smoke-free policies for their home and car. Key Points: This study employed a sample of 20 advertisements designed to communicate risks of SHS exposure. Ads were shown to a total of 240 parents in Buffalo, NY, and Columbia, SC, both in-person and on the Web, to see if parents in different cities and using different modalities respond in the same way to anti-SHS messages and appeals. Educational Experience: Analyses presented will include ranking persuasiveness of the different ads shown, which themes and characteristics predicted higher rates of parent comprehension and overall ad appraisal, and at follow-up, which ads and which ad characteristics persuade higher rates of recall, discussion, and intention to adopt smoke-free home and car policies. A semi-structured discussion of the ads at the end of each group provided greater insight into participants’ perceptions of the ads. Benefits: This study found that ads that included negative visceral images (vs. testimonials) and those that focused on health effects (vs. social norms) were more effective at increasing attention to the ad and aiding and comprehension. These ads were also more likely to increase intention to adopt smoke-free home and car policies. Reactions to ads differed between cities; participants living in a state with a comprehensive policy were more willing to consider adoption of stronger policies at home. Results were similar between in-person session and Web-based surveys.