Tobacco Socialization and Anti-Tobacco Ad Effectiveness Among Children

Abstract

In order to prevent smoking onset among children, it is essential to know the process of smoking socialization and its various dimensions before being able to design any effective anti-tobacco advertisements. This research aims to conceptualize this process and to test the effectiveness of certain styles of anti-tobacco advertising addressed to children. The results show that both attitudinal and behavioral smoking socialization influence anti-tobacco advertisements effectiveness and that the least offensive and humoristic are most effective in Tunisia.

KEYWORDS:

• advertisement effectiveness
• children
• anti-tobacco
• socialization
• smoking

Notes

*About the scale: 1 corresponds to “strongly disagree” and 5 to “strongly agree.”