Fear vs humor appeals: a comparative study of children's responses to anti-smoking advertisements

PurposeThis study aims to examine the different effects that the fear and humor appeals in anti-smoking advertisements for children have on their affective reactions to the advertisements, on their beliefs about smoking and on their behavioral intentions to smoke.Design/methodology/approachThis paper presents the findings of a qualitative research study conducted in Italy with children aged from 8 to 11 years.FindingsThe results indicated that the humor appeal is a useful method for conveying a social theme in a pleasant way and creating a likable character that becomes an example for children to imitate; however, it is necessary to employ the fear appeal to make children reflect carefully about the negative consequences of smoking.Research limitations/implicationsThis study examined only children's behavioral intentions derived from anti-smoking advertisements, but future research should also examine their real behaviors after a period following repeated viewing of public service announcements about smoking prevention or other social issues.Practical implicationsUnderstanding how different types of appeals can influence children represents an important result for the prevention of youth smoking and the promotion of healthy lifestyle habits during childhood.Social implicationsUnderstanding how different types of appeals can influence children represents an important result for the prevention of youth smoking and the promotion of healthy lifestyle habits during childhood.Originality/valueFew studies have examined the impact of social advertisements on children, and particularly little is known about the effectiveness of fear appeals on this group.

934Prevalence by proxy: Estimating youth smoking prevalence using nationally representative household surveys

Background Reducing youth (15-17 years) smoking uptake is critical to tobacco control; accordingly, youth smoking prevalence is a key monitoring and evaluation outcome. Many nationally representative surveys collect youth smoking behaviour data from, or in the presence of, the youth’s parent or caregiver. We aimed to quantify the potential bias conferred by this. Methods We compared youth smoking prevalence when reported by parent proxy, with parent present or by private self-report, in Australian Bureau of Statistics Health Surveys. National youth current smoking prevalence if all data were collected by youth self-report was estimated. Results Smoking behaviour data for over 75% of youth participants in the health survey were collected by proxy or with parent present. Ever-smoking prevalence using private self-report versus report by proxy was 1.29 (95%CI:0.96-1.73) to 1.99 (1.39-2.85) times as high in Aboriginal and Torres Strait Islander youth, and 1.83 (0.92-2.63) to 2.72 (1.68-4.41) times as high in total population youth. Predicted national current smoking prevalence if all youth were to self-report alone was substantively higher than the estimated national prevalence based on actual responses, but still reveals a decline over time. Conclusions Youth smoking estimates drawn from data collected by proxy/with parent present are unlikely to be accurate. Increased youth self-report is crucial to ensure data accuracy to inform effective tobacco control. Key messages The accuracy of youth smoking data collected by proxy/with parent present should be further scrutinised before it is used to inform assessment of national prevalence and trends.

Is Youth Smoking Related to the Density and Proximity of Outdoor Tobacco Advertising Near Schools? Evidence from Indonesia

Background: Smoking was among the top contributors to deaths and disability as the prevalence among male adults remains high, and that among male youth increases in Indonesia. While local studies have shown high visibility of outdoor tobacco advertising around schools, the country still has no outdoor tobacco advertising ban. Objective: To examine the association between youth smoking behavior and measures of outdoor tobacco advertising density and proximity in Indonesia. Methods: We combined two primary data sources, including outdoor tobacco advertising and smoking behavior among male youth in Semarang city. We randomly selected and interviewed 400 male students at 20 high schools in the city. In addition, we interviewed 492 male adults who lived near the schools for comparison. Results: We found significant associations between smoking use among youth (but not among adults) and measures of outdoor tobacco advertising density and proximity in Semarang city. Youth at schools with medium and high density of outdoor tobacco advertising were up to 2.16 times more likely to smoke, compared to those with low density. Similarly, youth at senior high schools with proximity to outdoor tobacco advertising were 2.8 times more likely to smoke. Also, young people at poorer-neighborhood schools with a higher density of and proximity to outdoor tobacco advertising were up to 5.16 times more likely to smoke. Conclusions: There were significant associations between smoking use among male youth (but not among male adults) and measures of outdoor tobacco advertising density and proximity in Indonesia. This highlights the need to introduce an outdoor tobacco advertising ban effectively, at least near schools.

Determinants of cigarette/bidi smoking among youth male in rural Mymensingh of Bangladesh: A cross-sectional study

Background Smoking cigarette/bidi, is a serious health threat, causes preventable premature morbidity and mortality. Higher prevalence of smoking among the youth hampers a country’s development, as the youth are the main drivers of socio-economic development. An effective understanding of factors associated with youth smoking is precious to prevent youth smoking. This study aims to identify the determinants of smoking cigarette/bidi among the youth male of the rural areas of Mymensingh district in Bangladesh. Methods The primary data from the project “Knowledge, awareness and practices among youth smokers in Trishal Upazila under Mymensingh district: A micro-survey study”, funded by the Research and Extension Center, Jatiya Kabi Kazi Nazrul Islam University, Bangladesh was utilized in the current study. The data consists of 385 youth males aged 15–24 years who were interviewed face-to-face from the rural areas of Mymensingh district in Bangladesh. Univariate distribution, chi-square tests, and binary logistic regression model were employed to identify the factors associated with smoking cigarette/bidi among the youth male. Results The prevalence of smoking cigarette/bidi among the youth male is 40.3% [95% CI: 35.0%-45.0%]. Age, occupation, monthly income, family’s monthly income, cigarette/bidi smoking status of father, brother and close friends, and knowledge about harmfulness of smoking are revealed as the determinants of cigarette/bidi smoking. For instance, the odds of being smoker increases with the increase in age (Odds ratio [OR]: 1.33 [1.17–1.51]). Business owner is less likely (OR: 0.15 [0.03–0.68]) to smoke than the day labourer. Having smoker fathers (OR: 2.51 [1.39–4.53]), smoker brothers (OR: 2.88 [1.39–5.96]), smoker friends (OR: 9.85 [5.85–1.27]) are significantly associated with smoking cigarette/bidi. Conclusion As the first study, it provides the determinants of cigarette/bidi smoking among youth male of the rural areas of Mymensingh district in Bangladesh. Relevant authorities are suggested to consider the study’s findings and recommendations to revise the existing smoking policies so that smoking among youth can be prevented for future development of the country.