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The perception of cigarette advertis...

Clark, Margo A.

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The perception of cigarette advertising by adolescent males and females.

紀錄類型:	書目-電子資源 : Monograph/item
正題名/作者:	The perception of cigarette advertising by adolescent males and females./
作者:	Clark, Margo A.
面頁冊數:	172 p.
附註:	Source: Dissertation Abstracts International, Volume: 55-08, Section: A, page: 2286.
Contained By:	Dissertation Abstracts International55-08A.
標題:	Education, Health. -
電子資源:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=9434859

The perception of cigarette advertising by adolescent males and females.
Clark, Margo A.

The perception of cigarette advertising by adolescent males and females. - 172 p.

Source: Dissertation Abstracts International, Volume: 55-08, Section: A, page: 2286.

Thesis (Ed.D.)--University of Arkansas, 1993.

The primary purpose of this study was to measure the perception of cigarette advertisements by adolescent males and females. Independent variables for this study were gender, smoking status, and cigarette brand advertisements. One hundred forty nine students, 93 female and 55 male, in grade seven at Ramay Junior High, Fayetteville, Arkansas returned signed parental informed consent forms prior to participating in the study. Data were collected on June 1, 1993 during the course of a normal school day. Subjects were shown 10 color slides of cigarette advertisements and asked to respond to these advertisements on a 10-item semantic differential word pair scale. Subjects were given 45 seconds to view each slide and complete the semantic differential scale. Data were scored on a scale of 1 to 7, with a score of 1 indicating a very strong relationship with the undesirable characteristic in the word pair. A score of 7 indicated a very strong relationship with the desirable characteristic in the word pair. A mean score between 1 and 7 was calculated for each word pair, thus a high mean score indicated a positive perception of the advertisement for that characteristic. The 10 word pairs were also grouped into three dimensions: attractiveness (exciting-dull, sexy-not sexy, fun-not fun, and attractive-not attractive), persuasiveness (makes me want to try product does not make me want to try product, makes me want to buy product-does not make me want to buy product, and convincing-not convincing), and credibility (honest-not honest, believable-not believable, and gives me information-does not give me information), with mean scores calculated for each dimension by gender and smoking status. Independent t-Tests were utilized to determine differences between groups. A Repeated Measures ANOVA was used to test for differences in cigarette brand advertisements by dimension for all subjects. Results from the Independent t-Tests indicated that males were more likely than females to give positive ratings to cigarette advertisements, and smokers rated advertisements significantly more positive than nonsmokers. Advertisements featuring male or female models were more likely to be positively perceived than advertisements with no models present. Results from the Repeated Measures ANOVA indicated that cigarette brands were rated highest on the attractiveness dimension by all subjects, and advertisements rated positively on the attractiveness dimension were also likely to be rated higher on the dimensions of persuasiveness and credibility.Subjects--Topical Terms:

1017668
Education, Health.

The perception of cigarette advertising by adolescent males and females.
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245 1 4 $a The perception of cigarette advertising by adolescent males and females.
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502 $a Thesis (Ed.D.)--University of Arkansas, 1993.
520 $a The primary purpose of this study was to measure the perception of cigarette advertisements by adolescent males and females. Independent variables for this study were gender, smoking status, and cigarette brand advertisements. One hundred forty nine students, 93 female and 55 male, in grade seven at Ramay Junior High, Fayetteville, Arkansas returned signed parental informed consent forms prior to participating in the study. Data were collected on June 1, 1993 during the course of a normal school day. Subjects were shown 10 color slides of cigarette advertisements and asked to respond to these advertisements on a 10-item semantic differential word pair scale. Subjects were given 45 seconds to view each slide and complete the semantic differential scale. Data were scored on a scale of 1 to 7, with a score of 1 indicating a very strong relationship with the undesirable characteristic in the word pair. A score of 7 indicated a very strong relationship with the desirable characteristic in the word pair. A mean score between 1 and 7 was calculated for each word pair, thus a high mean score indicated a positive perception of the advertisement for that characteristic. The 10 word pairs were also grouped into three dimensions: attractiveness (exciting-dull, sexy-not sexy, fun-not fun, and attractive-not attractive), persuasiveness (makes me want to try product does not make me want to try product, makes me want to buy product-does not make me want to buy product, and convincing-not convincing), and credibility (honest-not honest, believable-not believable, and gives me information-does not give me information), with mean scores calculated for each dimension by gender and smoking status. Independent t-Tests were utilized to determine differences between groups. A Repeated Measures ANOVA was used to test for differences in cigarette brand advertisements by dimension for all subjects. Results from the Independent t-Tests indicated that males were more likely than females to give positive ratings to cigarette advertisements, and smokers rated advertisements significantly more positive than nonsmokers. Advertisements featuring male or female models were more likely to be positively perceived than advertisements with no models present. Results from the Repeated Measures ANOVA indicated that cigarette brands were rated highest on the attractiveness dimension by all subjects, and advertisements rated positively on the attractiveness dimension were also likely to be rated higher on the dimensions of persuasiveness and credibility.
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