Characteristics of the anti-smoking advertisements (n=37)
| Number (%) | |
|---|---|
| Youth target audience | 20 (54%) |
| Executional characteristic | |
| Personal testimonial | 9 (24%) |
| Visceral negative | 3 (8%) |
| None of the above | 25 (68%) |
| Theme | |
| Cessation | 3 (8%) |
| Secondhand smoke | 5 (14%) |
| Health benefits | 1 (3%) |
| Health effects | 10 (27%) |
| Industry manipulation | 12 (32%) |
| Uncool | 3 (8%) |
| Other | 3 (8%) |