Table 3

Responses to anti-smoking television advertisements among those who had and had not been exposed to pictorial health warnings on cigarette packets

Exposed to pack warnings (n=279)Not exposed to pack warnings (n=169)Adjusted OR* 95% CIp Value
Message acceptance% Agreed% Agreed
 Understood95.089.91.92 (0.87 to 4.25)0.109
 Believed77.163.31.96 (1.25 to 3.08)0.003
 Relevant81.063.32.20 (1.39 to 3.48)0.001
Initial cognitive and emotional responses% Agreed% Agreed
 Stop and think74.648.52.90 (1.86 to 4.52)<0.001
 Concerned about smoking73.849.12.58 (1.66 to 4.01)<0.001
 Feel uncomfortable73.856.81.72 (1.11 to 2.67)0.016
 Motivated to try to quit55.233.72.12 (1.34 to 3.34)0.001
Subsequent ad impact% Yes% Yes
 Recurring thoughts and images54.533.12.13 (1.38 to 3.30)0.001
 Interpersonal discussion41.631.41.50 (0.97 to 2.32)0.066
Stage-of-change at post-exposure
 Precontemplation30.147.30.56 (0.32 to 0.97)0.039
 Contemplation38.735.50.93 (0.58 to 1.51)0.780
 Preparation31.217.22.57 (1.31 to 5.05)0.006
  • * All models adjusted for the covariates: which advertisement was viewed; sex; age; socioeconomic disadvantage; daily cigarette consumption; stage-of-change at pre-exposure; TV viewing frequency; multiple exposures to the advertisement; and type of recall.

  • Model also adjusted for whether there were others present when the respondent was exposed to the advertisement.