Activating Interpersonal Influence Through Provocative Appeals: Evaluation of a Mass Media-Based Antismoking Campaign Targeting Adolescents

In this article, we describe the short-term reactions of the third out of 3 consecutive mass media campaigns in Norway that used provocative emotional appeals to prevent onset of smoking among adolescents. We hypothesized that using provocative appeals would create a discussion among adolescents and that the entire process including interpersonal communication might influence smoking behavior. The mass media campaign consisted of 3 different newspaper advertisements, 1 poster, and 1 television and movie spot. The study population consisted of all adolescents ages 17 and 18 in 1 county in Norway. A questionnaire, focusing on short-term reactions toward the campaign, was mailed to the home addresses of the adolescents in the intervention county (N = 4,994). The response rate was 64.4%. Among the respon- dents, more than half recalled having been exposed to the campaign. For the present mass media campaign, the recall was highest among nonsmoking boys, and overall, boys showed the most positive affective rea...

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