Adolescents’ Responses to Cigarette Advertisements for Five “Youth Brands” and One “Adult Brand”

Almost all smoking initiation takes place during adolescence, and the appeal of cigarette advertising is frequently proposed as one of the reasons adolescents begin smoking, but few studies have investigated adolescents’ responses to cigarette ads. This study examined responses to cigarette advertisements among 400 adolescents ages 12 to 17 years in Arizona and Washington, who were surveyed in shopping malls. Adolescents were presented with two ads for each of five youth brands (Marlboro^TM, Newport^TM, Camel^TM, Kool^TM, and Winston^TM) and one ad for an adult brand (Merit^TM), and were asked how often they had seen the ad, how much they liked the ad, and whether or not the ad made smoking more appealing. A substantial proportion of adolescents, especially smokers, liked the ads for the youth brands and believed the ads made smoking more appealing. The ads for Marlboro and the new Camel and Winston ads were especially attractive to adolescents. In contrast, few adolescents liked the ad for the adult brand and few believed that it made smoking more appealing.