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Teen Smoking Desires Fueled By Cigarette Ads
The study has relevance for the United States and other nations with partial advertising bans similar to Germany's restrictions.
The 2008 survey involved 3,415 German schoolchildren, ages 10 to 17, in rural and urban areas.
Students saw images (with all the writing and brand logos removed) of six cigarette ads and eight commercial products such as clothing, cars, candy and detergent.
With the brand information missing, researchers measured adolescents' ad recognition by applying psychological assumptions about attention and memory.
They inquired about how frequently students had viewed each ad image and asked about smoking habits and intentions.
"We were amazed at how often they had seen the images and could correctly recall the cigarette brand," study collaborator James Sargent, M.D., a professor of pediatrics at Dartmouth, said.
"For example, 55 percent had seen the Lucky Strike image and almost one quarter correctly decoded the brand," he stated.
After analysing the data, the researchers assessed how likely non-smokers were to try smoking.
Researchers classified survey participants as current smokers if they reported smoking at least once a month.
"This is a well-done study. They controlled for all the things they needed to control for," Stanton Glantz, Ph.D., director of the Center for Tobacco Control Research and Education at the University of California, San Francisco, said.
The study appears online and in the April issue of the American Journal of Preventive Medicine.
Source-ANI
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