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"Think it. Mix it. Vape it.": A Content Analysis on E-Cigarette Radio Advertisements
Nicole E Nicksic1,2, Phoebe G Brosnan1, Nadia Chowdhury1
1a Department of Psychology, Center for the Study of Tobacco Products , Virginia Commonwealth University , Richmond , Virginia , USA.
Substance Use & Misuse
|March 13, 2019
Summary
Radio advertisements for e-cigarettes (ECs) often feature themes appealing to youth, such as taste and humor. Given the rise in youth EC use, stricter regulations on these ads are needed.
Area of Science:
- Public Health
- Marketing Research
- Tobacco Control
Background:
- E-cigarette (EC) use is rapidly increasing in the U.S., particularly among adolescents.
- Limited marketing restrictions on EC advertisements may contribute to this rise.
- Radio advertising is a widespread medium with potential influence on EC uptake.
Purpose of the Study:
- To analyze content themes and spending data of EC radio advertisements.
- To identify marketing strategies employed in EC radio ads.
Main Methods:
- Analysis of 19 EC radio advertisements from four brands (2015-2016).
- Content coding by two independent researchers to identify themes.
- Examination of spending data by EC brand.
Main Results:
- Logic was the most frequently advertised EC brand on the radio.
- Popular themes included "taste," benefits, music, and brand comparisons.
- Humor and sound effects were used, potentially appealing to youth.
- Only Logic ads included health disclaimers, but still featured youth-appealing content.
Conclusions:
- Radio EC advertisements may expose youth to ECs through appealing content.
- Current marketing practices necessitate regulations similar to those for conventional cigarettes.
- Stricter regulations are crucial for preventing youth EC use.