Comment on 'American media and the smoking-related behaviors of Asian adolescents'

P. Greg Bonner and Charles R. Taylor

In the March 2003 issue of the Journal of Advertising Research, Marvin Goldberg suggests that correlations found in his study correspond with findings of other studies and, hence, suggest a causal relationship between exposure to cigarette advertising (as well as promotional items and American movies) and the smoking-related behaviors of Hong Kong adolescents.

Comment On 'American Media And The Smoking-Related Behaviors Of Asian Adolescents'

Charles R. Taylor and P. Greg Bonner Villanova University

In 'American Media and the Smoking-related Behaviors of Asian Adolescents,' which appeared in the Journal of Advertising Research in March 2003, Marvin Goldberg (2003) presents the results of a survey of Hong Kong adolescents conducted in 1998. Upon presenting the results, the author argues that his results are supportive of the no­tion of exposure to cigarette advertising, promo­tional ...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands