上海市儿童电视食品广告的暴露现况

 目的   了解上海市儿童电视食品广告的覆盖现况,评价新广告法的实施成效,为制定优化儿童广告环境的政策提供依据,以促进儿童健康饮食行为。方法    2018年2至3月,选取3个最受儿童喜欢的电视频道,对6∶00—22∶00的直播节目(工作日2天、周末2天)进行4天的录制。对所有广告的频道、日期、时间和产品种类进行编码,记录食品广告的主要产品、食品种类和营销手段,并与2012年对应的研究数据进行比较分析。结果    2018年与2012年相比,电视广告总数减少(5763条vs.6018条),其中食品广告占比减少(19.7%vs.25.7%)。总体电视广告覆盖率,食品广告覆盖率,核心、非核心与混杂食品广告覆盖率均出现下降。含糖饮料广告覆盖率在收视率高峰和非高峰时段均有下降(P<0.05),非核心食品(除外含糖饮料)广告覆盖率在收视率高峰和非高峰时段有所上升,但差异无统计学意义。食品广告中营销手段的使用比例大幅下降(5.1%vs.52.6%),核心食品使用营销手段的比例显著上升(P<0.001),非核心食品使用营销手段的比例大幅下降(P<0.001)。2018年核心食品广告中营销角色的出现频率高于非核心食品(P<0.05)。结论    针对儿童的电视食品广告有所改善,但是非核心食品广告在收视率高峰时段覆盖率高于其他类别的食品广告,建议对收视率高峰时段非核心食品广告进行限制。     

Changes in tobacco advertising in Western Australian newspapers in response to proposed government legislation

The number of cigarette and tobacco advertisements in the major Western Australian newspapers was counted for the six-month period June to November in the years 1981 and 1983. The latter period covered the introduction of the Western Australian Government's Tobacco (Promotion and Sales) Bill 1983 and the debate surrounding it. The change in the volume of cigarette advertising in Western Australia in those two years was compared with that which occurred in comparable Queensland papers in the same period. Three major factors emerged: (i) the volume of cigarette advertising was much higher in Western Australia in 1983 compared with 1981; (ii) the volume of advertising increased markedly in Western Australia when legislative action was threatened, and remained at very high levels until the Bill failed; and (iii) the number of cigarette advertisements placed in the Queensland papers surveyed fell between 1981 and 1983. The findings are presented in support of the view that the tobacco industry made a powerful and organized attack to defeat the proposed legislation; the means it adopted to do this are discussed.     

Alcohol advertising in magazines and adolescent readership

Context  Adolescent drinking is a major public health concern. The federal government does not restrict alcohol advertising to adolescents, but relies on the alcohol industry for self-regulation. Objectives  To investigate recent alcohol advertising in magazines and to determine whether advertising frequency is associated with adolescent readership. Design, Setting, and Subjects  All alcohol advertisements were counted that appeared from 1997-2001 in 35 of 48 major US magazines, which tracked their adolescent readership (3 refused all alcohol advertisements; and advertisement counts were unavailable for 10). Variation was assessed in the advertisement placement frequency for each major category of alcohol (beer, wine and wine coolers, and distilled liquor) by a magazine's adolescent readership (age 12-19 years), young adult readership (age 20-24 years), and older adult readership (age 25 years); readership demographics (sex, race, and income); year; frequency of publication; and cost per advertisement. Main Outcome Measure  Variation in alcohol advertising frequency by adolescent readership. Results  Adolescent readership ranged from 1.0 to 7.1 million. The alcohol industry placed 9148 advertisements at a cost of $696 million. Of the 9148 advertisements, 1201 (13%) were for beer, 443 (5%) for wine, and 7504 (82%) for liquor. After adjustment for other magazine characteristics, the advertisement rate ratio was 1.6 times more for beer (95% confidence interval [CI], 1.0-2.6; P = .05) and liquor (95% CI, 1.1-2.3; P = .01) for every additional million adolescent readers. Wine industry advertising was not associated with adolescent readership. Conclusions  Magazine advertising by the beer and liquor industries is associated with adolescent readership. Industry and federal policymakers should examine ways to regulate advertising that reaches large numbers of adolescents.      

RJR Nabisco's cartoon camel promotes camel cigarettes to children

OBJECTIVES--To determine if RJR Nabisco's cartoon-theme advertising is more effective in promoting Camel cigarettes to children or to adults. To determine if children see, remember, and are influenced by cigarette advertising. DESIGN--Use of four standard marketing measures to compare the effects of Camel's Old Joe cartoon advertising on children and adults. SUBJECTS--High school students, grades 9 through 12, from five regions of the United States, and adults, aged 21 years and over, from Massachusetts. OUTCOME MEASURES--Recognition of Camel's Old Joe cartoon character, product and brand name recall, brand preference, appeal of advertising themes. RESULTS--Children were more likely to report prior exposure to the Old Joe cartoon character (97.7% vs 72.2%; P less than .0001). Children were better able to identify the type of product being advertised (97.5% vs 67.0%; P less than .0001) and the the Camel cigarette brand name (93.6% vs 57.7%; P less than .0001). Children also found the Camel cigarette advertisements more appealing (P less than .0001). Camel's share of the illegal children's cigarette market segment has increased from 0.5% to 32.8%, representing sales estimated at $476 million per year. CONCLUSION--Old Joe Camel cartoon advertisements are far more successful at marketing Camel cigarettes to children than to adults. This finding is consistent with tobacco industry documents that indicate that a major function of tobacco advertising is to promote and maintain tobacco addiction among children.     

Smoking status of 132,176 people advertising on a dating website. Are smokers more "desperate and dateless"?

OBJECTIVE: To determine (i) whether people advertising themselves on a dating website were more likely to be smokers than members of the general population; and (ii) whether attractive advertisers (those whose ads were viewed most often) were less likely to smoke than all advertisers. DESIGN: Comparison of the number of advertisers who smoke with survey data on national smoking status. SETTING: "RSVP", Australia's largest web-based dating site (455,196 members on 12 October 2004). PARTICIPANTS: 132,176 advertisements accessed on 10 February 2004. MAIN OUTCOME MEASURES: Smoking status; and "votes" for advertisers' attractiveness based on how often visitors to the site accessed individual advertisements. RESULTS: In every age group, there were higher proportions of women smokers among the advertisers than in the general population (P < 0.05), and this was also the case for men aged 50 years and over. There was a higher proportion of non-smokers in the "Top 100" men or women advertisers aged 20-29 years (82%) compared with total RSVP advertisers in this age group (67%) (P < 0.001). 85% of the men and 78% of the women in the two "Top 100" groups were non-smokers, with only 2% of both sexes claiming to be regular smokers. CONCLUSIONS: Compared with the general population, a higher proportion of women and older men who advertise themselves on a dating website are smokers. Smokers may be perceived as less attractive.     

Methodologic quality and relevance of references in pharmaceutical advertisements in a Canadian medical journal.

OBJECTIVE: To evaluate the methodologic quality and relevance of references in pharmaceutical advertisements in the Canadian Medical Association Journal (CMAJ). DESIGN: Analytic study. DATA SOURCE: All 114 references cited in the first 22 distinct pharmaceutical advertisements in volume 146 of CMAJ. MAIN OUTCOME MEASURES: Mean methodologic quality score (modified from the 6-point scale used to assess articles in the American College of Physicians' Journal Club) and mean relevance score (based on a new 5-point scale) for all references in each advertisement. MAIN RESULTS: Twenty of the 22 companies responded, sending 78 (90%) of the 87 references requested. The mean methodologic quality score was 58% (95% confidence limits [CL] 51% and 65%) and the mean relevance score 76% (95% CL 72% and 80%). The two mean scores were statistically lower than the acceptable score of 80% (p < 0.05), and the methodologic quality score was outside the preset clinically significant difference of 15%. The poor rating for methodologic quality was primarily because of the citation of references to low-quality review articles and "other" sources (i.e., other than reports of clinical trials). Half of the advertisements had a methodologic quality score of less than 65%, but only five had a relevance score of less than 65%. CONCLUSIONS: Although the relevance of most of the references was within minimal acceptable limits, the methodologic quality was often unacceptable. Because advertisements are an important part of pharmaceutical marketing and education, we suggest that companies develop written standards for their advertisements and monitor their advertisements for adherence to these standards. We also suggest that the Pharmaceutical Advertising Advisory Board develop more stringent guidelines for advertising and that it enforce these guidelines in a consistent, rigorous fashion.     

Prescription drug advertising: medical journal practices under different types of control.

Medication is one important aspect of health care delivery. The sources of information used to select appropriate medication include drug advertisements which appear in professional journals. There is a need to monitor the quality of these advertisements. The study reported in this paper includes a longitudinal (1961 to 1977) and cross-societal (Britain, United States and Australia) content analysis of drug advertisements. Such a comparison contributes to the debate concerning the type of regulation likely to be effective for this form of advertising.     

论中西广告创意的差异性

在全球化浪潮的冲击下，文化正进行着前所未有的大交流。中国广告有自己的民族特点，但与西方广告发展相比，还存在很大差距。面对全球经济一体化和广告传播的目标受众细分化，整体上尚处于广告创意初级阶段的（尽管不乏一些优秀作品）中国广告需要走自强发展之路，需要以民族文化为本，借鉴和吸收西方广告创意的经验，实现中国社会的自身特点和西方世界先进的创意与监管经验的结合，简约而不简单地发展带有中华民族特色的广告创意。     

Do drug advertisements provide therapeutic information?

In this study of advertisements appearing in medical periodicals and by direct mail advertising to general practitioners, Dr. Stimson, a sociologist, concludes that from what is intended to provide therapeutic information hardly any therapeutic information is provided. He reminds the reader of the safeguards which surround all drug advertising by law and by the code of practice of the Association of the British Pharmaceutical Industry but these safeguards do not appear to control real or potential sins of omission. Frequently in these advertisements the literature relating to the drug is quoted but Dr. Stimson found that it was difficult to trace all the papers quoted in different types of medical library. (Some references quoted were to unpublished papers but surely the blame should be shared in this situation?) Dr. Stimson also gives a vivid and fascinating glimpse of what he calls the ''images and stereotypes'' of the patients who, it is claimed, would benefit from the drug being advertised. Certainly most general practitioners must be aware that when they prescribe that image is displaced by an individual but the portrait gallery is indeed depressing. However, to balance these advertisements drug companies issue data sheets which must be more informative than advertisements and conform to regulations in their format. Unfortunately data sheets are only issued every 15 months whereas the ''average general practitioner is potentially exposed to 1,300 advertisements every month''. In other words, the data sheet and not the advertisement should be the guideline but it arrives too infrequently to offset the lack of therapeutic information contained in advertisements.     

Racial and ethnic disparities in faculty promotion in academic medicine

CONTEXT: Previous studies have suggested that minority medical school faculty are at a disadvantage in promotion opportunities compared with white faculty. OBJECTIVE: To compare promotion rates of minority and white medical school faculty in the United States. DESIGN AND SETTING: Analysis of data from the Association of American Medical Colleges' Faculty Roster System, the official data system for tracking US medical school faculty. PARTICIPANTS: A total of 50,145 full-time US medical school faculty who became assistant professors or associate professors between 1980 and 1989. Faculty of historically black and Puerto Rican medical schools were excluded. MAIN OUTCOME MEASURES: Attainment of associate or full professorship among assistant professors and full professorship among associate professors by 1997, among white, Asian or Pacific Islander (API), underrepresented minority (URM; including black, Mexican American, Puerto Rican, Native American, and Native Alaskan), and other Hispanic faculty. RESULTS: By 1997, 46% of white assistant professors (13,479/28,953) had been promoted, whereas 37% of API (1123/2997; P<.001), 30% of URM (311/1053, P<.001), and 43% of other Hispanic assistant professors (256/598; P =.07) had been promoted. Similarly, by 1997, 50% of white associate professors (7234/14,559) had been promoted, whereas 44% of API (629/1419; P<.001), 36% of URM (101/280; P<.001), and 43% of other Hispanic (122/286; P =.02) associate professors had been promoted. Racial/ethnic disparities in promotion were evident among tenure and nontenure faculty and among faculty who received and did not receive National Institutes of Health research awards. After adjusting for cohort, sex, tenure status, degree, department, medical school type, and receipt of NIH awards, URM faculty remained less likely to be promoted compared with white faculty (relative risk [RR], 0.68 [99% confidence interval CI, 0.59-0.77] for assistant professors and 0.81 [99% CI, 0.65-0.99] for associate professors). API assistant professors also were less likely to be promoted (RR, 0.91 [99% CI, 0.84-0.98]), whereas API associate professors and other Hispanic assistant and associate professors were promoted at comparable rates. CONCLUSION: Our data indicate that minority faculty are promoted at lower rates compared with white faculty. JAMA. 2000;284:1085-1092     

对药品广告法律制度的立法思考

目的：为完善我国药品广告法律规制提出解决措施,以供相关部门参考。方法分析现行药品广告监管法律制度存在的问题,从法律规制的角度探寻违法药品广告存在的原因。结果与结论：借鉴国外药品广告法律规制的经验,从原因出发,在强制审查、监管主体、广告内容和形式及惩罚措施等方面提出建议和意见。     

构建医药广告的道德内涵

医药广告的道德内涵体现着医疗领域的职业道德和诚信意识。历史证明,诚信者兴,失信者衰。在市场经济环境的今天,广告形态日益丰富,道德内涵却愈加缺失,医药广告应格外重视道德内涵。全球化背景下,中国的医药产业更需要传达人文关怀。     

The Surgeon General's warnings in outdoor cigarette advertising. Are they readable?

Outdoor advertising media represent a major vehicle by which cigarette companies promote their products. We investigated the readability of the Surgeon General's warning in cigarette advertisements (ads) in two outdoor media: billboards and taxicab ads. In an experiment in metropolitan Atlanta under typical driving conditions, observers were able to read the entire health warning on 18 (46%) of 39 street billboards but on only two (5%) of 39 highway billboards. In contrast, the content of the ads (ie, brand name, other wording, and notable imagery) could be recognized under the same conditions on more than 95% of the billboards. In a similar study of 100 taxicab cigarette ads in New York City, observers were unable to read the health warning in any of the ads but were able to identify the brand name in all ads and notable imagery in 95% of the ads. Significant differences between the readability of the warning and identification of the advertising content persisted even when partially read warnings were considered to have been read. We conclude that the Surgeon General's warning is not readable in its current form in the vast majority of billboard and taxicab ads. Factors contributing to unreadability include the small size of the letters, the excessive length of the warnings, the distance between the viewers and the ads, and movement between the viewers and the ads.     

Influence of education and advertising on the uptake of smoking by children

How effective are peer-led programmes in preventing the uptake of smoking by children? In 1981, we conducted a randomized controlled trial of a school-based educational programme for the prevention of smoking in children who were in their seventh year at school. In this article, the reported results of two years of follow-up confirm an earlier report that both teacher-led and peer-led programmes resulted in a reduction, to about the same degree, in the uptake of smoking by girls, while only the teacher-led programme appeared to be effective in boys. In girls, both the teacher-led and peer-led programmes maintained their effects over the two years of follow-up with adjusted differences in prevalence rates of the uptake of smoking relative to the control group of -6.6% (95% CL, -17.3%, 4.0%) and -8.1% (95% CL, -18.9%, 2.7%), respectively, after two years. In boys, the effect of the teacher-led programme was reduced substantially by the second year with a difference in the prevalence rate of -2.8% (95% CL, -11.2%, 5.6%); for the peer-led programme the difference in the prevalence rate was +6.4% (95% CL, -3.6%, 16.4%). Other variables which had a significant effect on the smoking behaviour were the perceived response to cigarette advertising, parental and sibling smoking status, the perceived parental sanctions on smoking behaviour, selected peer influences and the intention to smoke. The children's perceived responses to cigarette advertising showed the strongest and most consistent evidence of an effect on the uptake of smoking by children who initially were non-smokers. After adjustment for the effects of other variables there was an excess of 15.0% (95% CL, 2.1%, 27.9%) in the prevalence rate of smoking after two years for girls who thought that they were influenced by advertising compared with those who did not. The corresponding difference for boys was 15.3% (95% CL, 4.0%, 26.6%). As smoking-prevention programmes only may delay the onset of smoking in children, it is important that legislative measures be introduced to reduce the effects of cigarette advertising.     

Blood alcohol levels in acute elderly admissions to hospital

Blood alcohol levels were estimated in 141 patients admitted acutely over a one month period to a geriatric unit. Only four (2.8%) had alcohol detectable in their blood. The levels were low, suggesting that alcohol intoxication is not a major factor in the admission of the elderly to hospital.     

Sports sponsorship by cigarette companies influences the adolescent children's mind and helps initiate smoking: results of a national study in India

To estimate the effect of large scale tobacco sponsorship of cricket, a study was conducted on children's knowledge and perceptions about smoking and their impact on subsequent smoking uptake. Twelve nations played 36 matched in the Wills World Cup-1996 cricket series over one month during which Wills (a cigarette brand) was extensively advertised by live broadcast to a 2-billion viewers with WILLS logo on the players' T-shirts and playground, newspapers, magazines, and hoardings. An anonymous structured questionnaire including 4 knowledge based questions about tobacco, 4 about perceptions directly promoted by Wills and 10 questions related to wrong perceptions about smoking was administered by class teachers six months after the series. A total of 5822 children (65% boys and 35% girls) in Grade 10, aged 13-17 years (median 14) were selected. Smokers increased from 137 (2.4%) before the series to 649 (11.1%) after the series. The smoking initiation rate was 2.04% (13/636) in children with full knowledge and no wrong perceptions, 7.8% (48/618) among those with less knowledge and no wrong perceptions. Among those with less knowledge but believing in at least 2 of Wills related perceptions and 3 of the smoking related perceptions the rate for smoking initiation was 20.55% (127/618). The sponsorship appeared to have a similar effect on initiation rates in both sexes despite the strong social taboo against girls smoking in India. Wrong perceptions about smoking promoted by tobacco sponsorship increases smoking initiation amongst both boys and girls even when they are aware of the risks involved. The study suggests that education, without bans on advertisements is unlikely to stop initiation of smoking among children.     

Tobacco and alcohol use among Australian secondary schoolchildren in 1987

A survey of 19 166 secondary schoolchildren aged 12-17 years in five Australian states, the Australian Capital Territory and the Northern Territory was undertaken in 1987 to determine the prevalence of tobacco and alcohol use. Current smoking (that is, smoking at least one cigarette in the last week) rose with age to 27% in boys who were aged 16 years and to 30% in girls who were aged 16 years. The prevalence of current drinking (that is, consuming one alcoholic drink in the last week) rose with age to 55% in boys who were aged 16 years and to 50% in girls who were aged 17 years. Compared with an identical survey in 1984, the prevalence of smoking among 12- to 17-year-old schoolchildren had fallen significantly. The prevalence of drinking alcohol among 12- to 15-year-old schoolchildren also had fallen significantly, but not to the same extent as that of smoking; no significant reduction was found in the drinking of alcohol among 16- to 17-year-old schoolchildren. These trends are encouraging, but a need remains for all states to enact tobacco-control legislation, including the prohibition of tobacco advertising.