煙草在線據健康日新聞編譯　　一項新的研究說，盡管反煙草電視廣告有助于減少成年人吸煙，但一些廣告比另一些廣告更有效一些。

　　研究人員對1999年至2007年間，成年人的吸煙行為與他們對美國領先的75個媒體市場中的反煙電視廣告的接觸程度進行了比較。這些反煙廣告由美國的各個州、私人基金、營銷戒煙產品的制藥公司及煙草業提供贊助。

　　這項研究報告的首席作者、芝加哥伊利諾伊州立大學的健康研究與政策研究院的高級科學家Sherry Emery說，對比結果顯示，在接觸由州提供贊助的反煙廣告程度比較高的市場，吸煙率降低了，而且表示打算戒煙的吸煙者也增多了。

　　接觸由州、私人基金和制藥公司提供贊助的反吸煙廣告的程度高，與吸煙減少也有聯系。但接觸與煙草業提供贊助的反煙廣告的程度高，卻與吸煙增加有聯系。

　　Sherry Emery在伊利諾伊州立大學的一份新聞稿中說：“表面上，煙草業的廣告基本上是反吸煙廣告，有一點企業的宣傳，但不宣傳吸煙的行為。但是這些廣告的效應是：它們與吸煙增加有關。”

　　對于處于戒煙產品廣告比較多的地區的吸煙者嘗試戒煙的可能性更小的研究結果，Sherry Emery和她的同事感到非常驚訝。

　　Sherry Emery說：“由于我們研究的是接觸反煙活動的總量——而反煙活動的差別又非常大——因此，我們的數據顯示，你跟人們說什么可能并不重要，就是因為你說的太多了。”

　　這項研究發表在《美國公共健康雜志》4月版。

Anti-Smoking TV Ads From Tobacco Industry Don't Help

HealthDay News
April 26

　　While anti-tobacco TV ads help reduce adult smoking, some ads work better than others, a new study says.

　　Researchers compared adults' smoking behaviors and their exposure to anti-tobacco TV ads in the top 75 U.S. media markets from 1999 to 2007. The ads were sponsored by states, private foundations, drug companies that were marketing smoking-cessation products and the tobacco industry.

　　The results showed that smoking rates were lower and more smokers said they intended to quit in markets where there was higher exposure to state-sponsored anti-tobacco ads, said study lead author Sherry Emery, a senior scientist at the Institute for Health Research and Policy of the University of Illinois at Chicago.

　　Higher exposure to state-sponsored, private-foundation and drug-company ads was associated with less smoking. Higher exposure to tobacco-industry ads was associated with more smoking.

　　"On the surface, the tobacco-industry ads were mostly anti-smoking and a little corporate promotion, but they weren't promoting the act of smoking," Emery said in a university news release. "But the effect of the ads is that they are associated with more smoking."

　　Emery and her colleagues were surprised by the finding that smokers in areas with more ads for smoking-cessation products were less likely to make an attempt to quit.

　　"Since we looked at the total amount of exposure to anti-smoking campaigns -- and the campaigns are very different -- our data suggests that it may not matter what you say to people, just that you're saying it a lot," Emery said.

　　The study was published in the April issue of the American Journal of Public Health.