PDF(Pubmed)
Abstract：
UNASSIGNED: E-cigarette marketing exposure may influence vaping-related outcomes among youth, but less is known on which specific advertising features impact youth attention, perceptions, and appeal. This study qualitatively examines responses to different e-cigarette advertising features among e-cigarette-naïve youth.
UNASSIGNED: We conducted four online focus groups in 2021 with a national U.S. sample of 13-17 year olds (n = 25) who had never used e-cigarettes. Participants viewed and discussed their reactions to different e-cigarette advertisements varying in the inclusion of ad features, including color, models in imagery, text claims targeting smokers, and the nicotine warning label.
UNASSIGNED: Participants were attracted to ads with bright colors, particularly when contrasted against a dark background. Ads featuring models attracted attention and reduced perceptions that the product is harmful. Comments indicated mixed reactions to smoker-targeted text claims. On one hand, participants perceived ads with text that specified \"for smokers\" as targeting older adults. On the other hand, text referring to \"switching\" from cigarettes to e-cigarettes led to some perceptions that the product is healthy, and certain text that implicitly referred to smoking (e.g., \"no odor\") had the potential to appeal to youth who wanted to use e-cigarettes discreetly. The level of attention paid to warnings depended on warning size and the color contrast between the warning and the rest of the ad.
UNASSIGNED: Findings suggest specific e-cigarette ad features play an important role in attracting youth attention and influencing perceptions. More research is needed on the potential public health benefits versus unintended consequences of smoker-targeted text claims.
UNASSIGNED: We conducted four online focus groups in 2021 with a national U.S. sample of 13-17 year olds (n = 25) who had never used e-cigarettes. Participants viewed and discussed their reactions to different e-cigarette advertisements varying in the inclusion of ad features, including color, models in imagery, text claims targeting smokers, and the nicotine warning label.
UNASSIGNED: Participants were attracted to ads with bright colors, particularly when contrasted against a dark background. Ads featuring models attracted attention and reduced perceptions that the product is harmful. Comments indicated mixed reactions to smoker-targeted text claims. On one hand, participants perceived ads with text that specified \"for smokers\" as targeting older adults. On the other hand, text referring to \"switching\" from cigarettes to e-cigarettes led to some perceptions that the product is healthy, and certain text that implicitly referred to smoking (e.g., \"no odor\") had the potential to appeal to youth who wanted to use e-cigarettes discreetly. The level of attention paid to warnings depended on warning size and the color contrast between the warning and the rest of the ad.
UNASSIGNED: Findings suggest specific e-cigarette ad features play an important role in attracting youth attention and influencing perceptions. More research is needed on the potential public health benefits versus unintended consequences of smoker-targeted text claims.
摘要：
■电子烟营销暴露可能会影响年轻人中与电子烟相关的结果，但鲜为人知的是，哪些特定的广告功能会影响青少年的注意力，感知，和上诉。这项研究定性地检查了对电子烟幼稚的年轻人对不同电子烟广告特征的反应。
■我们在2021年进行了四个在线焦点小组，其中包括从未使用过电子烟的美国13-17岁（n=25）的全国样本。参与者查看并讨论了他们对不同的电子烟广告的反应，这些广告在包含广告功能方面有所不同，包括颜色,图像中的模型，针对吸烟者的文本声明，还有尼古丁警告标签.
■参与者被色彩鲜艳的广告所吸引，特别是在对比黑暗背景时。以模型为特色的广告引起了人们的注意，并减少了对产品有害的看法。评论表明对针对吸烟者的文本声明的反应不一。一方面,参与者认为带有指定“吸烟者”的文本的广告是针对老年人的。另一方面,从香烟到电子烟的“转换”文本导致一些人认为该产品是健康的，和某些隐含提到吸烟的文本(例如，\“没有气味\”）有可能吸引想要谨慎使用电子烟的年轻人。对警告的关注程度取决于警告大小以及警告与广告其余部分之间的颜色对比。
■研究结果表明，特定的电子烟广告功能在吸引年轻人的注意力和影响感知方面发挥着重要作用。需要更多的研究来研究潜在的公共卫生益处与以吸烟者为目标的文本声明的意外后果。
■我们在2021年进行了四个在线焦点小组，其中包括从未使用过电子烟的美国13-17岁（n=25）的全国样本。参与者查看并讨论了他们对不同的电子烟广告的反应，这些广告在包含广告功能方面有所不同，包括颜色,图像中的模型，针对吸烟者的文本声明，还有尼古丁警告标签.
■参与者被色彩鲜艳的广告所吸引，特别是在对比黑暗背景时。以模型为特色的广告引起了人们的注意，并减少了对产品有害的看法。评论表明对针对吸烟者的文本声明的反应不一。一方面,参与者认为带有指定“吸烟者”的文本的广告是针对老年人的。另一方面,从香烟到电子烟的“转换”文本导致一些人认为该产品是健康的，和某些隐含提到吸烟的文本(例如，\“没有气味\”）有可能吸引想要谨慎使用电子烟的年轻人。对警告的关注程度取决于警告大小以及警告与广告其余部分之间的颜色对比。
■研究结果表明，特定的电子烟广告功能在吸引年轻人的注意力和影响感知方面发挥着重要作用。需要更多的研究来研究潜在的公共卫生益处与以吸烟者为目标的文本声明的意外后果。
