Abstract
THE results described in this paper are part of a wider survey of children and advertising. These results obtained in 1990, show that 35 per cent of a sample of 7047 children aged 11-16 years, reported they had seen cigarette advertisements on television. Although cigarette advertisements had in fact been seen in films, soaps and sponsored sports programmes, the majority of the children thought they had seen them in television commercial breaks ('adverts'). General awareness of cigarette advertisements in commercial breaks decreased significantly from 11 to 16 years, but increased significantly from 11 to 16 years in association with sports programmes. Non-smokers were significantly more likely than smokers to report seeing cigarette advertisements in commercial breaks, but children who smoked were more aware of advertisements in sports programmes and television soaps. There were clear differences between the brand names recalled in association with sports programmes and those seen in the other television programmes.
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