不同社会经济水平人群中不同类型反吸烟广告对减少戒烟差异的影响
2009/12/15
目的：评价哪种大众媒体信息能减少不同类型的弱势群体的吸烟流行率差异。
方法：我们对1491名成人吸烟者进行为期24个月的随访，研究随访期内吸烟状态与基线状态前2年反吸烟广告之间的关系。
结果：2年内，吸烟者平均接触超过200个的反吸烟广告（通过电视总收视率[GRP]评价）。反吸烟广告接触每增加10个，随访期内戒烟优势比增加11％（每1000点，OR=1.11；95% CI=1.00, 1.23; P<.05）。更多接触感情成分或个人故事的反吸烟广告能加强上述效应（OR=1.14; 95% CI 1.02, 1.29; P<.05），该效应在低中层次社会经济收入人群中比社会经济收入层次较高的人群更为明显。
结论：能诱发人情感或个人故事的反吸烟广告有助于促进戒烟及减少吸烟的社会经济学差异。
（刘国梁 审校）
Am J Public Health. 2009 Oct 15.
Effects of Different Types of Antismoking Ads on Reducing Disparities in Smoking Cessation Among Socioeconomic Subgroups.
Durkin SJ, Biener L, Wakefield MA.
Objectives. We assessed which types of mass media messages might reduce disparities in smoking prevalence among disadvantaged population subgroups.Methods. We followed 1491 adult smokers over 24 months and related quitting status at follow-up to exposure to antismoking ads in the 2 years prior to the baseline assessment.Results. On average, smokers were exposed to more than 200 antismoking ads during the 2-year period, as estimated by televised gross ratings points (GRPs). The odds of having quit at follow-up increased by 11% with each 10 additional potential ad exposures (per 1000 points, odds ratio [OR]=1.11; 95% confidence interval [CI]=1.00, 1.23; P<.05). Greater exposure to ads that contained highly emotional elements or personal stories drove this effect (OR=1.14; 95% CI 1.02, 1.29; P<.05), which was greater among respondents with low and mid-socioeconomic status than among high-socioeconomic status groups.Conclusions. Emotionally evocative ads and ads that contain personalized stories about the effects of smoking and quitting hold promise for efforts to promote smoking cessation and reduce socioeconomic disparities in smoking.
Durkin SJ, Biener L, Wakefield MA. Am J Public Health. 2009 Oct 15.
方法：我们对1491名成人吸烟者进行为期24个月的随访，研究随访期内吸烟状态与基线状态前2年反吸烟广告之间的关系。
结果：2年内，吸烟者平均接触超过200个的反吸烟广告（通过电视总收视率[GRP]评价）。反吸烟广告接触每增加10个，随访期内戒烟优势比增加11％（每1000点，OR=1.11；95% CI=1.00, 1.23; P<.05）。更多接触感情成分或个人故事的反吸烟广告能加强上述效应（OR=1.14; 95% CI 1.02, 1.29; P<.05），该效应在低中层次社会经济收入人群中比社会经济收入层次较高的人群更为明显。
结论：能诱发人情感或个人故事的反吸烟广告有助于促进戒烟及减少吸烟的社会经济学差异。
（刘国梁 审校）
Am J Public Health. 2009 Oct 15.
Effects of Different Types of Antismoking Ads on Reducing Disparities in Smoking Cessation Among Socioeconomic Subgroups.
Durkin SJ, Biener L, Wakefield MA.
Objectives. We assessed which types of mass media messages might reduce disparities in smoking prevalence among disadvantaged population subgroups.Methods. We followed 1491 adult smokers over 24 months and related quitting status at follow-up to exposure to antismoking ads in the 2 years prior to the baseline assessment.Results. On average, smokers were exposed to more than 200 antismoking ads during the 2-year period, as estimated by televised gross ratings points (GRPs). The odds of having quit at follow-up increased by 11% with each 10 additional potential ad exposures (per 1000 points, odds ratio [OR]=1.11; 95% confidence interval [CI]=1.00, 1.23; P<.05). Greater exposure to ads that contained highly emotional elements or personal stories drove this effect (OR=1.14; 95% CI 1.02, 1.29; P<.05), which was greater among respondents with low and mid-socioeconomic status than among high-socioeconomic status groups.Conclusions. Emotionally evocative ads and ads that contain personalized stories about the effects of smoking and quitting hold promise for efforts to promote smoking cessation and reduce socioeconomic disparities in smoking.
Durkin SJ, Biener L, Wakefield MA. Am J Public Health. 2009 Oct 15.
