Jump to full article: National Cancer Institute (NCI), 2008-08-21
Intro: We have considered it a privilege to work with Ron Davis as the lead Senior Scientifi c Editor
of this monograph. Ron is known to many as a passionate advocate for tobacco control,
who has used his finely honed skills as a translator of complex scientific concepts to facilitate
progress in public health policy. Ron guided the development of this monograph from its
conception to completion with outstanding leadership qualities and an unfl inching pursuit
of excellence. The extraordinary breadth and depth of his knowledge and experience in this
field, combined with his scientific rigor and precision, made his contributions invaluable.
Despite being diagnosed with pancreatic cancer in early 2008, Ron continued to work
tirelessly on this monograph, employing his characteristic patience, good humor, and focused
determination. His contributions will help ensure that this volume will serve as a def nitive
resource to guide the tobacco control community for many years to come.
Both we and the tobacco control community are indebted to Ron for his work on this
monograph and for his remarkable and inspiring leadership in the cause of public health.
. . .
This monograph summarizes what we have learned about the ability of the media to encourage
and discourage tobacco use. There has been much interest in and study of media, and several
government publications document the impact of advertising on tobacco use. This publication
provides the most comprehensive and critical review and synthesis of the current evidence base
in this area, drawing on work from many disciplines and research traditions. There is growing
interest in applying what we have learned in tobacco prevention and control to other public
health areas (such as dietary behavior). This monograph has important messages for public
health researchers, practitioners, and policymakers as well as those in the communication
science and media studies communities.
This monograph provides a comprehensive assessment of the literature on developing
effective pro-health media messages and on policies to control tobacco marketing, both in
the United States and abroad. This information is critical to support efforts to reduce the use
of tobacco and the morbidity and mortality associated with its use. The evidence presented
in this volume also underscores the need to continue to study and understand the ability of
protobacco forces to change media strategies to adapt to a changing tobacco control policy
environment.
Jump to full article » |