Youth Perception of Smoking Messages in NIKE Ads
Author Information
Author(s): Nathalie Auger, Mark Daniel, Bärbel Knäuper, Marie-France Raynault, Barry Pless
Primary Institution: Institut national de santé publique du Québec
Hypothesis
Do youth perceive smoking-related messages in a NIKE advertisement?
Conclusion
The unbranded imagery of a NIKE advertisement appears to have contained smoking-related messages, suggesting a need for tighter regulation of marketing to youth.
Supporting Evidence
- 37.6% of students thought the slogan 'LIGHT IT UP' referred to smoking.
- 50.7% of students reported that the ad contained images resembling smoking-related products.
- 39.0% of students believed the ad was promoting cigarettes.
Takeaway
Kids saw smoking messages in a NIKE ad that was supposed to be about hockey, which means ads can sometimes send the wrong messages.
Methodology
A cluster randomised controlled trial with 20 classes from two high schools, where students viewed either a smoking-related NIKE ad or a neutral ad.
Potential Biases
The research assistant could not be blinded to the ad type, which may introduce bias in the data collection.
Limitations
The study could not access all marketing materials used in the campaign, limiting the understanding of the full context.
Participant Demographics
Participants were grade 7 to 11 students from two high schools in Montréal, Canada, with a mean age of 14 years.
Statistical Information
P-Value
<0.001
Confidence Interval
95% CI: 2.64-7.36
Statistical Significance
p<0.001
Digital Object Identifier (DOI)
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