It is well-established that exposure to tobacco marketing contributes heavily to youth tobacco use, but less is known about the specific advertising tactics driving this effect. This presentation will present data from two studies - a secondary analysis of Population Assessment of Tobacco and Health study data and a content analysis of American Spirit ads - to begin uncovering the tobacco advertising tactics that most appeal to youth. This work will ultimately identify "high impact" marketing tactics that contribute heavily to youth tobacco use behavior.
Dr. Meghan Moran is an assistant professor in the Department of Health, Behavior and Society at the Johns Hopkins Bloomberg School of Public Health. She specializes in health communication, with a focus on media effects and message design and development, particularly in the areas of tobacco control and cancer communication. Dr. Moran teaches courses in health communication and persuasion.