View of street drain with a crushed cigarette box that reads "smoking kills", photo credit iStock / johnnyscriv

Tobacco Center of Regulatory Science (TCORS)

Researching how advertising, marketing, and packaging can shape the way people understand the health risks of tobacco use

Photo Credit (top image): iStock / johnnyscriv

TCORS logo sign hanging on the wall reading "TCORS. University of Pennsylvania Tobacco Center of Regulatory Science"

About TCORS at Annenberg

Led by Joseph N. Cappella, Ph.D. as part of the UPenn/Rutgers TCORS grant, TCORS 2.0 at Annenberg is studying the effects of advertising and anti-smoking campaigns to reduce the harm caused by tobacco products. 

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Featured Publications

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Perceived Effectiveness of objective features of pictorial warning messages

Tobacco Control, 2019

Pictorial warning messages on cigarette packaging have been shown to increase quit attempts and smoking-related knowledge. In this study, we consider which features make them most effective.

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Influence of Natural American Spirit advertising on current and former smokers’ perceptions and intentions

Tobacco Control, 2018

Our research found that advertising for Natural American Spirit cigarettes can be misleading to consumers who equate "natural" with "healthy."

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Impact of Graphic Warning Messages on Intentions to Use Alternate Tobacco Products

Journal of Health Communication, 2020

This study found that viewing campaigns with higher campaign-level perceived effectiveness increased smokers' intentions to quit, which in turn increased their intentions to try alternate tobacco products.

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