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Citations 0
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.

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