[Download] "National Anti-Marijuana Ads Compared to Anti-Tobacco Ads: Differences Between Immediate Favorable and Unfavorable Post-Viewing Written Comments." by North American Journal of Psychology * Book PDF Kindle ePub Free
eBook details
- Title: National Anti-Marijuana Ads Compared to Anti-Tobacco Ads: Differences Between Immediate Favorable and Unfavorable Post-Viewing Written Comments.
- Author : North American Journal of Psychology
- Release Date : January 01, 2005
- Genre: Education,Books,Professional & Technical,
- Pages : * pages
- Size : 226 KB
Description
The effectiveness of national media campaigns aimed at reducing the prevalence of tobacco and marijuana use among youth was investigated. We hypothesized that since recent self-reported tobacco use has declined substantially more than marijuana, anti-tobacco television ads would produce higher favorable to unfavorable ratios of immediate post-viewing written comments about the ads or the targeted substance. A double-blind experiment comparing the effectiveness of four televised anti-marijuana and anti-tobacco ads ANOVA revealed significant interactions between type of ads and type of written comments. Co-varied pre-test substance attitude measures of 123 participants produced similar ANCOVA results. Immediate viewer reactions to the ads may be one mechanism for Hornik et. al.'s (2003, 2004) boomerang outcomes for latest national anti-marijuana ad campaign. Substance prevention ads may reflect more than cause public perceptions of tobacco and marijuana. Results did not support ads' success claimed by Office of National Drug Control (ONDCP). The Office of National Drug Control Policy (ONDCP) has reported that the latest anti-drug advertisements are proven effective, changing youths' attitudes and making youth less likely to use drugs. The latest anti-drug ad campaign coincided with recent national survey data, e.g., Monitoring the Future (2003), showing declines in most self-reported categories of teen substance use, including marijuana. Tobacco use declined to a substantially greater extent than marijuana without a national prohibition policy. ONDCP reported that anti-drug media advertisements have been a causal factor, making youths' attitudes less favorable toward drugs, especially marijuana. The anti-drug ads made youth less likely to use drugs (ONDCP National Youth Anti-Drug Media Campaign December, 19, 2003, http://www.mediacampaign.org).