ESSAY PLAN: Pechmann, C., & Shih, C. F. (1999). Smoking scenes in movies and
antismoking advertisements before movies: effects on youth. Journal of Marketing, 63(3), 1-13
DESCRIBE (250):
2x2 Randomised factorial, (232 9th graders, from 5 southern Californian high schools similar
to S1(50/50sex) however more ethnics roughly 50% compared to S1) ppts 14-15 yrs.
(smoking present vs absent, antismoking ad present vs absent)
a control was a professionally edited version of the movie without smoking this was
watched or the original cut
ppts either saw an antismoking ad or a non-related ad before movie
same measures as S1 by also took ppts thoughts on lead characters.
EVALUATION (3 STRENGTHS & 3 WEAKNESSESS) (400):
More diverse that S1
Measured what it set out to
Can’t be generalised globally.
Ethically sound
IMPROVMENTS (550):
A repeat can be done for generalisability, repeat in multiple nations with changes to suit
where the repeat is held i.e., French movie for France.
Self-report could be unreliable, so biological factors could be measured like brain activity
and blood concentration could be scanned/measured while watching or after the movie to
gather whether a positive response was held
Make the study longitudinal to see whether the ppts do take up smoking, will be able to see
a correlation if so.
antismoking advertisements before movies: effects on youth. Journal of Marketing, 63(3), 1-13
DESCRIBE (250):
2x2 Randomised factorial, (232 9th graders, from 5 southern Californian high schools similar
to S1(50/50sex) however more ethnics roughly 50% compared to S1) ppts 14-15 yrs.
(smoking present vs absent, antismoking ad present vs absent)
a control was a professionally edited version of the movie without smoking this was
watched or the original cut
ppts either saw an antismoking ad or a non-related ad before movie
same measures as S1 by also took ppts thoughts on lead characters.
EVALUATION (3 STRENGTHS & 3 WEAKNESSESS) (400):
More diverse that S1
Measured what it set out to
Can’t be generalised globally.
Ethically sound
IMPROVMENTS (550):
A repeat can be done for generalisability, repeat in multiple nations with changes to suit
where the repeat is held i.e., French movie for France.
Self-report could be unreliable, so biological factors could be measured like brain activity
and blood concentration could be scanned/measured while watching or after the movie to
gather whether a positive response was held
Make the study longitudinal to see whether the ppts do take up smoking, will be able to see
a correlation if so.
