A Comparative Analysis: Gen Z Tobacco vs. Vape Cessation Advertising Campaigns

The increasing popularity of electronic vaping products (EVPs) or Electronic Nicotine Delivery Systems (ENDS) among youth and young adults has increased health risk concerns, with long-term implications. This qualitative analysis presents a comparison of messaging and motivators depicted in anti-tobacco advertising originating in the 1960s, with modern cessation advertising attempting to reduce the use of EVPs. Content analysis on 100 YouTube videos indicated only 6% of the EVP content framed the social consequences of nicotine usage, while 26% of the tobacco content depicted social consequences as a detrimental outcome. EVP content did not promote financial aspects or the health of others as motivators. Those motivators were depicted as low, but not completely absent, within the tobacco content. Sentiment analysis specified the most significant difference between EVP and tobacco advertisements were in the negative adjective component, in which the pre-EVP transcript represented 0.27, and the post-EVP at 1.13. WordStat content analysis demonstrated that pre-EVP tobacco messaging held more direct reference to the nicotine user, such as "natural born smoker" and "grow up fast." Common sentiment for post-EVP campaigns were more affective, framing EVP as "depression sticks" associated with depression and anxiety. A low level of content diversity leads to a three-dimensional recommendation: User health outcomes should be retained while messaging specific to the potential health risk of non-users ingesting vape residue should be promoted. Finally, additional messaging should verify that vaping is a financially demanding habit.