African-American Youth Evaluation of Tobacco Prevention Television Commercials

2.50
Hdl Handle:
http://hdl.handle.net/10755/147494
Type:
Presentation
Title:
African-American Youth Evaluation of Tobacco Prevention Television Commercials
Abstract:
African-American Youth Evaluation of Tobacco Prevention Television Commercials
Conference Sponsor:Sigma Theta Tau International
Conference Year:2003
Author:Bongiorno, Anne Watson, PhD, RN
P.I. Institution Name:SUNY Plattsburgh
Title:Assistant Professor of Nursing
Smoking cigarettes is the number one preventable cause of cancer deaths, yet African American youth have more than doubled their rates of smoking initiation since 1992, and almost 77% of these youth have been influenced by tobacco advertising (USDHHS,2000). These data are cause for grave concern, since African Americans suffer the highest death rates from cancer caused by smoking. However, the literature is virtually nonexistent about what engages the attention of African American youth, and how to deliver an effective message (USDHHS 2000, 2001). The goal of this descriptive, correlational multi-site study is to yield information that may eventually lead to a reduction in initiation of cigarette smoking by African American youth. The study will examine how youth evaluation of overall liking correlates with message design of tobacco prevention advertisement semented by 1) gender of participant 2) race of actors in the commercial and 3) characteristics of classroom aggregates.The theoretical framework of this study is Social Cognitive Theory (SCT), and all the tobacco prevention television commercials evaluated in the study were designed on the basis of SCT . It is well accepted that SCT is a credible basis for an effective tobacco prevention messaging by creating and reflecting norms and self efficacy (personal communication, Flynn, 2002). In a pilot study, the author examined overall liking of tobacco prevention commercials with ratings of perceived characteristics. The study showed statistically significant correlations (P=.01 or P<.05) between highly liked commercials with corresponding messages based on social norms (Bongiorno, 1998). Nurses are often key members of interdisciplinary tobacco prevention efforts, yet have little understanding of how and why health promotion messages work. The results from this study will help nurses understand what types of messages may entice African-American youth to never smoke cigarettes.
Repository Posting Date:
26-Oct-2011
Date of Publication:
17-Oct-2011
Sponsors:
Sigma Theta Tau International

Full metadata record

DC FieldValue Language
dc.typePresentationen_GB
dc.titleAfrican-American Youth Evaluation of Tobacco Prevention Television Commercialsen_GB
dc.identifier.urihttp://hdl.handle.net/10755/147494-
dc.description.abstract<table><tr><td colspan="2" class="item-title">African-American Youth Evaluation of Tobacco Prevention Television Commercials</td></tr><tr class="item-sponsor"><td class="label">Conference Sponsor:</td><td class="value">Sigma Theta Tau International</td></tr><tr class="item-year"><td class="label">Conference Year:</td><td class="value">2003</td></tr><tr class="item-author"><td class="label">Author:</td><td class="value">Bongiorno, Anne Watson, PhD, RN</td></tr><tr class="item-institute"><td class="label">P.I. Institution Name:</td><td class="value">SUNY Plattsburgh</td></tr><tr class="item-author-title"><td class="label">Title:</td><td class="value">Assistant Professor of Nursing</td></tr><tr class="item-email"><td class="label">Email:</td><td class="value">abongior@zoo.uvm.edu</td></tr><tr><td colspan="2" class="item-abstract">Smoking cigarettes is the number one preventable cause of cancer deaths, yet African American youth have more than doubled their rates of smoking initiation since 1992, and almost 77% of these youth have been influenced by tobacco advertising (USDHHS,2000). These data are cause for grave concern, since African Americans suffer the highest death rates from cancer caused by smoking. However, the literature is virtually nonexistent about what engages the attention of African American youth, and how to deliver an effective message (USDHHS 2000, 2001). The goal of this descriptive, correlational multi-site study is to yield information that may eventually lead to a reduction in initiation of cigarette smoking by African American youth. The study will examine how youth evaluation of overall liking correlates with message design of tobacco prevention advertisement semented by 1) gender of participant 2) race of actors in the commercial and 3) characteristics of classroom aggregates.The theoretical framework of this study is Social Cognitive Theory (SCT), and all the tobacco prevention television commercials evaluated in the study were designed on the basis of SCT . It is well accepted that SCT is a credible basis for an effective tobacco prevention messaging by creating and reflecting norms and self efficacy (personal communication, Flynn, 2002). In a pilot study, the author examined overall liking of tobacco prevention commercials with ratings of perceived characteristics. The study showed statistically significant correlations (P=.01 or P&lt;.05) between highly liked commercials with corresponding messages based on social norms (Bongiorno, 1998). Nurses are often key members of interdisciplinary tobacco prevention efforts, yet have little understanding of how and why health promotion messages work. The results from this study will help nurses understand what types of messages may entice African-American youth to never smoke cigarettes.</td></tr></table>en_GB
dc.date.available2011-10-26T09:32:59Z-
dc.date.issued2011-10-17en_GB
dc.date.accessioned2011-10-26T09:32:59Z-
dc.description.sponsorshipSigma Theta Tau Internationalen_GB
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