A Cross-Cultural Study of Juvenile Response to Anti-Smoking Advertisements

Abstract

The debate about cigarette advertising is well documented, as increasing evidence about the harmful effects of tobacco is uncovered. Yet an area which has benefited from much less interest from researchers and practitioners alike is that of anti-smoking messages, said by some to be more effective than an advertising ban. This study examines the impact of such messages and explores the degree to which it may be culturally sensitive. Surveys conducted both in Australia and Malaysia with young adults found some evidence that antismoking messages do achieve their intended purpose and that, surprisingly, the cultural variable may not be as strongly influential as expected.