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 in the t he future f ut ur e. None of these effects, however, were seen in i t st dent ud ts wh ho saw th t he a ti nt is moking ki advertisement ad ve rt is em en t before be fo re the t he movie. m ov ie . 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.