Copyright Goodheart-Willcox Co., Inc.
Chapter 9 Tobacco 277
health effects, smelly breath and clothes, strategies for refusing tobacco
offers, and the fact that most teenagers do not smoke. Teenagers
who regularly see these advertisements and campaigns are less
likely to smoke.
Social Costs of Smoking
Awareness of the social cost of smoking is
another strategy used to prevent tobacco use.
Surveys have found that many nonsmoking
teenagers view smoking as “gross.” Teenag-
ers who smoke may be viewed as unappeal-
ing by their peers, including potential dating
partners. Smokers may also have to leave a
social situation to have a cigarette, leading
them to feel left out.
A lifetime of smoking is very
expensive.
Figure 9.14
Antismoking Ads Can Work
The tobacco industry spends billions
of dollars each year on advertisements
that try to convince people to use
tobacco products. Advertisements,
however, can also be used to convince
people not to use those products.
In one study, researchers showed
a movie containing scenes of smoking
to a group of ninth graders who reported
being nonsmokers. Before the movie was
shown, half the students watched an
antismoking advertisement and the other
half did not.
Students who did not see the
antismoking advertisement responded
more positively when they saw
characters smoking than the other
group of students. They also reported
having more positive attitudes toward
smokers and were more likely to smoke
in the future.
None of these effects, however, were
seen in students who saw the antismoking
advertisement before the movie.
Thinking Critically
1. What do the results of this study indicate about
the infl uence of antismoking campaigns?
2. Based on the results of this study, do you think
there should be a law that requires antismoking
advertisements to be included in the previews
of all movies showing smoking scenes? Why or
why not?
Research
in Action
These students had more negative attitudes toward the
movie characters who smoked and toward smoking in
general.