Résumé :
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[BDSP. Notice produite par INIST R0xniP89. Diffusion soumise à autorisation]. Context. - Understanding the relationship between cigarette advertising and youth smoking is essential to develop effective interventions. Magazine advertising accounts for nearly half of all cigarette advertising expenditures. Objective. - To investigate whether cigarette brands popular among adolescent smokers are more likely than adult brands to advertise in magazines with high adolescent readerships. Design. - Cross-sectional analysis of 1994 data on (1) the presence of advertising by 12 cigarette brands in a sample of 39 popular US magazines ; and (2) the youth (ages 12-17 years), young adult (ages 18-24 years), and total readership for each magazine. Main Outcome Measures. - The presence or absence of advertising in each of the 39 magazines in 1994 for each of the 12 cigarette brands. Results. - After controlling for total magazine readership, the percentage of young adult readers, advertising costs and expenditures, and magazine demographics, youth cigarette brands (those smoked by more than 2.5% of 10-to 15-year-old smokers in 1993) were more likely than adult brands to advertise in magazines with a higher percentage of youth readers. Holding all other variables constant at their sample means, the estimated probability of an adult brand advertising in a magazine decreased over the observed range of youth readership from 0.73 (95% confidence interval [Cl], 0.50-0.96) for magazines with 4% youth readers to 0.18 (95% Cl, 0.00-0. (...)
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