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To the Editor.—Ms Goldman and Dr Glantz¹ conclude that antismoking messages concerning "industry manipulation and secondhand smoke are the most effective strategies for . . . reducing cigarette consumption." The evidence, however, does not warrant such a conclusion.

Without supporting citations, the authors classify the Massachusetts tobacco control campaign as "a more youth-oriented approach" than California's more confrontational advertisements. This conclusion appears to be based solely on the authors' own categorization of advertisements contained in focus group research reports.

Goldman and Glantz confound 2 different concepts in the analysis of media campaigns: target audience and content of message. Young people are a target audience, while issues of industry manipulation and secondhand smoke are particular themes. As shown in Table 1, anti–tobacco industry and environmental tobacco smoke (ETS) themes constituted 32% of all youth-targeted messages and 37% of all messages in the Massachusetts tobacco control campaign.² Goldman and Glantz . . . [Full Text of this Article]

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RELATED ARTICLE

Evaluation of Antismoking Advertising Campaigns
Lisa K. Goldman and Stanton A. Glantz
JAMA. 1998;279(10):772-777.
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