Margaret A.WinkerMD, Senior EditorIndividualAuthorPhil B.FontanarosaMD, Senior EditorIndividualAuthor
To the Editor.—Ms Goldman and Dr Glantz1 conclude that antismoking messages concerning "industry manipulation and secondhand smoke are the most effective strategies for . . . reducing cigarette consumption." The evidence, however, does not warrant such a conclusion.
Without supporting citations, the authors classify the Massachusetts tobacco control campaign as "a more youth-oriented approach" than California's more confrontational advertisements. This conclusion appears to be based solely on the authors' own categorization of advertisements contained in focus group research reports.
Connolly GN, Harris JE. Evaluating Antismoking Advertising Campaigns. JAMA. 1998;280(11):964-965. doi:10-1001/pubs.JAMA-ISSN-0098-7484-280-11-jbk0916