"I Like the Vibes it Gives": Adolescent Perspectives on Cannabis Billboards and Print Advertising in Nevada.

IF 17.7 1区化学 Q1 CHEMISTRY, MULTIDISCIPLINARY Accounts of Chemical Research Pub Date : 2024-04-01 Epub Date: 2023-02-23 DOI:10.1177/00220426231159017

Cara S Drake, Kim Sloan, Meghan Anderson, Kristen D Clements-Nolle, Jennifer L Pearson

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Abstract

An influx of laws permitting recreational cannabis sales in the US has allowed for increased advertising. The purpose of this study was to describe how adolescents perceive outdoor and print cannabis advertising and to identify aspects of advertising that are appealing or eye-catching, focusing on five themes: price promotion, sex appeal, wellness, party, and text-only. We recruited adolescents ages 11-17 to participate in seven focus groups (44 participants) from 2019 to 2020. Participants viewed cannabis advertisements and responses were summarized using deductive thematic analysis. The party-themed advertisements were the most salient to participants, who desired to emulate the behaviors shown. Participants favored ads featuring young people and containing multiple colors. Participants disliked advertisements perceived to portray misleading or contradictory messages, such as the promotion of physical activity or use of sex appeal, and ads perceived to lack authenticity. Identification of youth appealing features can help inform cannabis advertising regulations.

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“我喜欢它带来的震动”：内华达州大麻广告牌和平面广告的青少年视角

美国大量允许娱乐性大麻销售的法律允许增加广告。本研究的目的是描述青少年如何看待户外和印刷大麻广告，并确定广告中吸引人或引人注目的方面，重点关注五个主题：价格促销、性感、健康、派对和纯文本。我们招募了11-17岁的青少年参加2019年至2020年的七个重点小组（44名参与者）。参与者观看了大麻广告，并使用演绎主题分析对回复进行了总结。以派对为主题的广告对参与者来说最为突出，他们希望模仿所展示的行为。参与者喜欢以年轻人为主角、包含多种颜色的广告。参与者不喜欢被认为描绘误导或矛盾信息的广告，如促进体育活动或使用性感，以及被认为缺乏真实性的广告。识别吸引年轻人的特征有助于为大麻广告法规提供信息。

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来源期刊

Accounts of Chemical Research 化学-化学综合

CiteScore

31.40

自引率

1.10%

发文量

312

审稿时长

2 months

期刊介绍： Accounts of Chemical Research presents short, concise and critical articles offering easy-to-read overviews of basic research and applications in all areas of chemistry and biochemistry. These short reviews focus on research from the author’s own laboratory and are designed to teach the reader about a research project. In addition, Accounts of Chemical Research publishes commentaries that give an informed opinion on a current research problem. Special Issues online are devoted to a single topic of unusual activity and significance. Accounts of Chemical Research replaces the traditional article abstract with an article "Conspectus." These entries synopsize the research affording the reader a closer look at the content and significance of an article. Through this provision of a more detailed description of the article contents, the Conspectus enhances the article's discoverability by search engines and the exposure for the research.