Maximizing the impact of emotive antitobacco advertising: Effects of interpersonal discussion and program placement

Abstract

Recent research suggests antitobacco advertising that elicits strong emotional arousal may be effective in prompting cessation. We examined response to a new graphic emotive advertisement about the smoking-related disease emphysema. We aimed to investigate the influence of the ad-induced interpersonal communication and the effect of television program viewing context. In a preexposure interview daily smokers (n = 205) were asked to watch a particular television program they usually watched. Post-exposure interviews examining recall and responses were conducted within two days of exposure. Over a quarter (26%) discussed the ad and these participants were more likely to be motivated to quit. T..