Youth Appeal in Tobacco Advertising: A Closer Look at What Resonates With Young Adults Ages 18–20

Tobacco companies invest heavily in marketing, which significantly impacts youth tobacco use through advertising receptivity. Despite policies restricting tobacco marketing to youth under age 21, many adolescents and young adults nonetheless report finding tobacco marketing appealing. This analysis aimed to identify which advertising strategies most appeal to young adults ages 18–20. In 2021, 740 U.S. participants aged 18–20 completed an online survey evaluating 78 cigarette and 84 e-cigarette ads. Participants viewed and reported their level of receptivity (liking, curiosity, and interest in the product). Content analysis was used to identify potentially youth-appealing features in the ads. Content coding data and participant ratings were then merged, and mixed effects logistic regression analyses were used to assess the relationship between ad features and participant receptivity. Among e-cigarette ads, presence of social media engagement requests was associated with increased liking and curiosity. Presence of flavors and claims that the product was easy to use were associated with increased curiosity. Among cigarette ads, socialization themes were associated with increased liking and curiosity, while the presence of sweepstakes was associated with increased curiosity and use interest. This study identified several features of cigarette and e-cigarette ads, respectively associated with increased receptivity among young adults ages 18–20. These findings suggest the need for broader regulations on tobacco advertising beyond traditional youth appeal markers.烟草企业在营销领域投入巨资，其广告的受众接受度会对青年烟草使用行为产生显著影响。尽管已有政策禁止向21岁以下青年投放烟草营销广告，但仍有大量青少年及青年群体表示烟草营销内容对其具有吸引力。 本研究旨在明确哪些广告策略最能吸引18至20岁的青年群体。 2021年，740名年龄在18至20岁之间的美国受试者参与了一项在线调查，对78条香烟广告与84条电子烟(e-cigarette)广告进行评估。受试者观看广告后，报告了自身的接受度水平，包括对产品的好感度、好奇程度与兴趣度。 本研究采用内容分析法，识别广告中可能吸引青年群体的特征元素。随后将内容编码数据与受试者评分进行合并，并采用混合效应逻辑回归分析，评估广告特征与受试者接受度之间的关联。 在电子烟广告中，带有社交媒体互动邀约的广告更易提升受试者的好感度与好奇程度；广告中提及产品口味与"易于使用"的宣传，则与更高的好奇程度相关。 在香烟广告中，带有社交主题的广告更易提升受试者的好感度与好奇程度；而带有抽奖活动的广告则与更高的好奇程度及产品使用兴趣相关。 本研究明确了分别与18至20岁青年群体广告接受度提升相关的香烟广告与电子烟广告特征。 本研究结果提示，针对烟草广告的监管不应仅局限于传统的青年吸引力判定标准，亟需进一步拓展监管范围。