Explicit and Implicit Effects of Anti-Marijuana and Anti-Tobacco TV Advertisements
Maria Czyzweska and Harvey J. Ginsburg, "Explicit and implicit effects of anti-marijuana and anti-tobacco TV advertisements," Addictive Behaviors 32, issue 1 (January 2007): 114-127.
This study adds to the growing evidence that White House anti-marijuana ads don't work and may even backfire. A sample of 18- and 19-year-olds were shown anti-marijuana or anti-cigarette commercials. Then they were given a variety of tests to measure the commercials' effect on their attitudes toward the substances. The students shown the anti-marijuana ads ended up with more positive attitudes toward marijuana than those who saw the anti-tobacco ads, suggesting that the commercials produced effects opposite to what the producers intended.
Free abstract and full text for a fee are available at http://www.sciencedirect.com/science/journal/03064603
