[Skip to Content]
Access to paid content on this site is currently suspended due to excessive activity being detected from your IP address 54.163.147.69. Please contact the publisher to request reinstatement.
[Skip to Content Landing]
Citations 0
Letters
September 16, 1998

Evaluating Antismoking Advertising Campaigns

Author Affiliations
 

Margaret A.WinkerMD, Senior EditorIndividualAuthorPhil B.FontanarosaMD, Senior EditorIndividualAuthor

JAMA. 1998;280(11):964-965. doi:10-1001/pubs.JAMA-ISSN-0098-7484-280-11-jbk0916

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.

First Page Preview View Large
First page PDF preview
First page PDF preview
×