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Exploring Persuasiveness of Non-Cigarette Tobacco Product (NCTP) Advertising on Young Adults

Principal Investigator: Smita Banerjee

Funding Mechanism: National Institutes of Health- Grant

ID number: 1R03DA035242-01

Award Date: 7/15/2013

Institution: Sloan-Kettering Institute for Cancer Research


Non-cigarette tobacco products such as snus, dissolvables, and electronic cigarettes are aggressively advertised in magazines, particularly those read by young adults; high awareness of and experimentation with these products suggests an imminent need to develop interventions that create resistance to tobacco companies' marketing strategies. This one-year, two-phase project will apply a well-established social-psychological framework (the Elaboration Likelihood Model of Persuasion) to understand the persuasive framing of tobacco product advertisements and the subsequent impact on young adults. The first phase, a content analysis of approximately 100 distinct print advertisements for snus, dissolvables, and electronic cigarettes in magazines with the highest young adult readership, will provide qualitative data on an array of persuasive strategies used to promote these products. The second phase will involve an online survey of a nationally representative sample of 1,000 young adults (aged 18-24, stratified by gender and smoking status); the goal is to understand the impact of non-cigarette tobacco product advertisements by measuring response cues and immediate audience reactions.  Specific aims are: (1) to understand the tobacco industry's efforts to market non-cigarette tobacco products in consumer magazines with the highest young adult readership by conducting a content analysis that identifies persuasive rhetorical, textual and visual themes; and (2) to investigate young adults’ attitudes towards  non-cigarette tobacco product advertisements.


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