RT Article
T1 “I Like the Vibes It Gives”: Adolescent Perspectives on Cannabis Billboards and Print Advertising in Nevada
JF Journal of drug issues
VO 54
IS 2
SP 238
OP 252
A1 Drake, Cara S.
A2 Sloan, Kim
A2 Anderson, Meghan
A2 Clements-Nolle, Kristen D.
A2 Pearson, Jennifer L.
LA English
YR 2024
UL https://krimdok.uni-tuebingen.de/Record/1880477920
AB An influx of laws permitting recreational cannabis sales in the US has allowed for increased advertising. The purpose of this study was to describe how adolescents perceive outdoor and print cannabis advertising and to identify aspects of advertising that are appealing or eye-catching, focusing on five themes: price promotion, sex appeal, wellness, party, and text-only. We recruited adolescents ages 11–17 to participate in seven focus groups (44 participants) from 2019 to 2020. Participants viewed cannabis advertisements and responses were summarized using deductive thematic analysis. The party-themed advertisements were the most salient to participants, who desired to emulate the behaviors shown. Participants favored ads featuring young people and containing multiple colors. Participants disliked advertisements perceived to portray misleading or contradictory messages, such as the promotion of physical activity or use of sex appeal, and ads perceived to lack authenticity. Identification of youth appealing features can help inform cannabis advertising regulations.
K1 Advertising
K1 Qualitative
K1 Cannabis
K1 Adolescents
DO 10.1177/00220426231159017