Please use this identifier to cite or link to this item: http://hdl.handle.net/10397/44062
Title: Evaluation of anti-smoking television advertising on tobacco control among urban community population in Chongqing, China
Authors: Xu, X
Gong, T
Zhang, Y
Wu, C
Xie, YJ 
Wang, HHX
Zhu, R
Li, W
An, L
Zhao, Y
Issue Date: 2015
Source: Tobacco induced diseases, 2015, v. 13, 31, p. 1-13
Abstract: Background: China is the largest producer and consumer of tobacco in the world. Considering the constantly growing urban proportion, persuasive tobacco control measures are important in urban communities. Television, as one of the most pervasive mass media, can be used for this purpose. Methods: The anti-smoking advertisement was carried out in five different time slots per day from 15 May to 15 June in 2011 across 12 channels of Chongqing TV. A cross-sectional study was conducted in the main municipal areas of Chongqing. A questionnaire was administered in late June to 1,342 native residents aged 18-45, who were selected via street intercept survey. Results: Respondents who recognized the advertisement (32.77 %) were more likely to know or believe that smoking cigarettes caused impotence than those who did not recognize the advertisement (26.11 %). According to 25.5 % of smokers, the anti-smoking TV advertising made them consider quitting smoking. However, females (51.7 %) were less likely to be affected by the advertisement to stop and think about quitting smoking compared to males (65.6 %) (OR = 0.517, 95 % CI [0.281-0.950]). In addition, respondents aged 26-35 years (67.4 %) were more likely to try to persuade others to quit smoking than those aged 18-25 years (36.3 %) (OR = 0.457, 95 % CI [0.215-0.974]). Furthermore, non-smokers (87.4 %) were more likely to find the advertisement relevant than smokers (74.8 %) (OR = 2.34, 95 % CI [1.19-4.61]). Conclusions: This study showed that this advertisement did not show significant differences on smoking-related knowledge and attitude between non-smokers who had seen the ad and those who had not. Thus, this form may not be the right tool to facilitate change in non-smokers. The ad should instead be focused on the smoking population. Gender, smoking status, and age influenced the effect of anti-smoking TV advertising on the general population in China.
Keywords: Anti-smoking
China
Evaluation
Television advertising
Urban community
Publisher: BioMed Central
Journal: Tobacco induced diseases 
ISSN: 1617-9625
DOI: 10.1186/s12971-015-0057-4
Rights: © 2015 Xu et al. Open Access This article is distributed under the terms of the Creative Commons Attribution 4.0 International License (http://creativecommons.org/licenses/by/4.0/), which permits unrestricted use, distribution, and reproduction in any medium, provided you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license, and indicate if changes were made. The Creative Commons Public Domain Dedication waiver (http://creativecommons.org/publicdomain/zero/1.0/) applies to the data made available in this article, unless otherwise stated.
The following publication Xu, X., Gong, T., Zhang, Y., Wu, C., Xie, Y. J., Wang, H. H. X., … Zhao, Y. (2015). Evaluation of anti-smoking television advertising on tobacco control among urban community population in Chongqing, China. Tobacco Induced Diseases, 13, 31, 1-13 is available at https://dx.doi.org/10.1186/s12971-015-0057-4
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