Image Advertisements' Influence on Adolescents' Perceptions of the Desirability of Beer and Cigarettes

The authors examine whether attitude toward the ad ($A_ad$) and attitude toward the brand ($A_b$) mediate the effects of visual, image-oriented content in advertisements on perceptions of the desirability of beer and cigarettes, as well as of soft drinks. Adolescents (n = 384) rated either image adv...

Full description

Saved in:
Bibliographic Details
Published in:Journal of public policy & marketing 2002-09, Vol.21 (2), p.295-304
Main Authors: Kelly, Kathleen J., Slater, Michael D., Karan, David
Format: Article
Language:English
Subjects:
Adolescents
Advertisements
Advertising
Advertising campaigns
Advertising research
Advocacy
Alcohol
Alcoholic beverages
Attitudes
Beer
Beverages
Brands
Child development
Children & youth
Cigarettes
Communication
Graphics
Headstones
Influence
Lifestyles
Marketing
Psychology
Public health
Public policy
Smoking
Soft drink industry
Soft drinks
Structural equation modeling
Studies
Teenagers
Television advertising
Tobacco
Citations: Items that this one cites
Items that cite this one
Online Access:Get full text
Tags: Add Tag
No Tags, Be the first to tag this record!
Description
Summary:The authors examine whether attitude toward the ad ($A_ad$) and attitude toward the brand ($A_b$) mediate the effects of visual, image-oriented content in advertisements on perceptions of the desirability of beer and cigarettes, as well as of soft drinks. Adolescents (n = 384) rated either image advertisements with visuals for cigarettes, beer, and soft drinks or comparable tombstone advertisements that had no photographs or drawings. Advertisements with image-oriented visuals were found to directly produce more positive$A_ad$,$A_b$, and attitude toward the product category ($A_pc$) evaluations than did the tombstone versions. The authors then used structural equation modeling to examine the relationship among$A_ad$,$A_b$, and$A_pc$. The results were generally supportive of the proposed mediating model. Also, little support was found for the assumption of some advocacy groups and policymakers that to be well received by adolescents, cigarette advertisements require human models. The authors discuss implications of findings for advertising research and public policy.
ISSN:0743-9156
1547-7207
DOI:10.1509/jppm.21.2.295.17585