一个比较分析:Z世代烟草与vape戒烟广告宣传活动
Allison Potter1, Thomas S Mueller1
1Department of Communication, Appalachian State University.
Health communication
|July 1, 2025
概括
与较旧的反烟草运动相比,现代的反吸烟广告缺乏社会和财务动机. 未来的运动应该强调对非用户和vaping风险的风险.
科学领域:
- 公共卫生 公共卫生
- 卫生沟通健康沟通
- 行为科学 行为科学
背景情况:
- 电子电子烟产品 (EVP) 在年轻人中越来越受欢迎,这引发了健康问题.
- 对于EVP的长期健康影响尚不完全了解.
- 停产广告旨在减少EVP的使用.
研究的目的:
- 将1960年代的反烟草广告中的信息和动机与现代的反EVP戒烟广告进行比较.
- 分析历史和当代运动之间的内容和情感差异.
- 确定EVP停止消息的有效策略.
主要方法:
- 对100个YouTube视频进行定性分析.
- 内容分析以确定主题和动机.
- 情感分析,以评估情绪调和负面语言.
主要成果:
- 与烟草广告 (26%) 相比,EVP广告很少提到社会后果 (6%).
- 在EVP广告中缺少财务和"他人的健康"的激励因素.
- EVP广告使用的负面形容词 (1.13) 比烟草广告 (0.27) 更多.
- 与直接烟草信息不同,EVP信息专注于抑郁和焦虑.
结论:
- 戒毒运动需要更广泛的信息传递,包括对非使用者的风险和财务负担.
- 保持对用户健康结果的关注.
- 增强内容多样性以提高效率.
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