The Power of Theme and Language in Multi-Cultural Communities: Which Tobacco Prevention Messages Are Most Persuasive to Mexican-American Youth?

This article reports on an experiment conducted that tested anti-tobacco advertising strategies aimed at a bicultural Mexican-American youth audience.

The Power of Theme and Language in Multi-Cultural Communities: Which Tobacco Prevention Messages Are Most Persuasive to Mexican-American Youth?

Kathleen Kelly

Colorado State University

Maria Leonora G. Comello

Ohio State University

Linda R. Stanley

Colorado State University

Gabriel R. Gonzalez

Arizona State University

INTRODUCTION

The Hispanic population is the largest minority population in the United States, and is continuing to grow faster than other minority groups (Pew Hispanic Center, 2009). The Hispanic population is relatively young, with a greater percentage under the age of 18 compared with that of non-Hispanic whites (Pew Hispanic Center, 2009). U.S. Hispanic purchasing power surged...

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