Objectives. We assessed which types of mass media messages might reduce disparities in smoking prevalence among disadvantaged population subgroups.Methods. We followed 1491 adult smokers over 24 months and related quitting status at follow-up to exposure to antismoking ads in the 2 years prior to the baseline assessment.Results. On average, smokers were exposed to more than 200 antismoking ads during the 2-year period, as estimated by televised gross ratings points (GRPs). The odds of having quit at follow-up increased by 11% with each 10 additional potential ad exposures (per 1000 points, odds ratio [OR] = 1.11; 95% confidence interval [CI] = 1.00, 1.23; P < .05). Greater exposure to ads that contained highly emotional elements or personal stories drove this effect (OR = 1.14; 95% CI 1.02, 1.29; P < .05), which was greater among respondents with low and mid-socioeconomic status than among high–socioeconomic status groups.Conclusions. Emotionally evocative ads and ads that contain personalized stories about the effects of smoking and quitting hold promise for efforts to promote smoking cessation and reduce socioeconomic disparities in smoking.
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机译：目标。我们评估了哪种类型的大众传播信息可能会减少处境不利的亚人群吸烟率的差异。我们在基线评估之前的2年内追踪了1491名成年吸烟者，随访了24个月，并随访了戒烟广告的相关戒烟状态。结果。根据电视总收视点（GRP）估算，在2年期间内，吸烟者平均接触了200多个反吸烟广告。每增加10次潜在的广告曝光，在后续活动中退出的几率增加11％（每1000点，优势比[OR] = 1.11； 95％的置信区间[CI] = 1.00，1.23； P <.05） 。对包含高度情绪化元素或个人故事的广告的更多曝光导致了这种影响（OR = 1.14； 95％CI 1.02，1.29； P <.05），在处于低社会经济地位的受访者中比处于高社会经济地位的受访者更大状态组。结论。令人回味的广告以及包含有关吸烟和戒烟影响的个性化故事的广告，有望为促进戒烟和减少吸烟带来的社会经济差异做出努力。
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