烟草在线据健康日新闻编译　　一项新的研究说，尽管反烟草电视广告有助于减少成年人吸烟，但一些广告比另一些广告更有效一些。

　　研究人员对1999年至2007年间，成年人的吸烟行为与他们对美国领先的75个媒体市场中的反烟电视广告的接触程度进行了比较。这些反烟广告由美国的各个州、私人基金、营销戒烟产品的制药公司及烟草业提供赞助。

　　这项研究报告的首席作者、芝加哥伊利诺伊州立大学的健康研究与政策研究院的高级科学家Sherry Emery说，对比结果显示，在接触由州提供赞助的反烟广告程度比较高的市场，吸烟率降低了，而且表示打算戒烟的吸烟者也增多了。

　　接触由州、私人基金和制药公司提供赞助的反吸烟广告的程度高，与吸烟减少也有联系。但接触与烟草业提供赞助的反烟广告的程度高，却与吸烟增加有联系。

　　Sherry Emery在伊利诺伊州立大学的一份新闻稿中说：“表面上，烟草业的广告基本上是反吸烟广告，有一点企业的宣传，但不宣传吸烟的行为。但是这些广告的效应是：它们与吸烟增加有关。”

　　对于处于戒烟产品广告比较多的地区的吸烟者尝试戒烟的可能性更小的研究结果，Sherry Emery和她的同事感到非常惊讶。

　　Sherry Emery说：“由于我们研究的是接触反烟活动的总量——而反烟活动的差别又非常大——因此，我们的数据显示，你跟人们说什么可能并不重要，就是因为你说的太多了。”

　　这项研究发表在《美国公共健康杂志》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.