本研究目的在於探討「平面菸品廣告識讀教學課程」介入後，對國小學童在對平面菸品廣告設計的認知、菸品與菸品廣告的認知、吸菸期望、拒絕吸菸與分析菸品廣告的自我效能、拒絕吸菸的行為意向，產生的立即影響和持續效果，以及學生對此課程的評價。本研究採「不相等實驗組對照組研究設計」，以台北市大安區之建安國小與相近學區之文山區萬福國小的六年級學童為研究對象，其中建安國小六年級抽取四班，實驗組兩班及校內對照組兩班，在萬福國小抽取兩班為校外對照組。在教學介入前，三組學生均接受前測問卷作為評量實驗效果的基準。實驗組接受六單元共三週（240分鐘）的教學介入，兩組對照組則無教學介入。本研究以「平面菸品廣告識讀教學課程問卷」為主要評量工具，對三組進行前測、後測及後後測。分別以單因子共變數分析，雙因子重複量數變異數分析，來了解教學介入後的立即及短期效果。
本研究的主要發現有：
一、在教學介入後，學生在「平面菸品廣告設計的認知」、「菸品與菸品廣告的認知」和「吸菸期望」的立即影響達到統計上顯著差異。二、教學介入一個月後，學生在「平面菸品廣告設計的認知」、「菸品與菸品廣告的認知」和「吸菸期望」仍有持續效果。
三、教學介入後，學生在「拒絕吸菸與分析菸品廣告的自我效能」和「拒絕吸菸的行為意向」，在短期影響和持續效果皆未達到統計上顯著差異。
另外，實驗組接受學習過程意見調查，學生的評價多認為對自己有幫助，並喜愛如此的上課方式。

The purpose of this study were to explore the effect of the print tobacco advertising literacy teaching on the cognition of designing print tobacco advertising ,tobacco and tobacco advertising cognition, smoking expectancies, the self-efficacy of refusing smoking, behavior intention of refusing smoking and to examine the effects of print tobacco advertising literacy teaching on elementary school children. This study was constructed on the non-equivalent pretest-posttest control group design, which sampled 4 classes of the six-grade students in elementary from the Jian-An elementary school were selected as the sample and randomly assigned into the experimental (n=53) and control(n=55) groups with two classes in each group. Meanwhile, two classes of the six-grade students from the Wan-Fu elementary school in the same educational district were selected as the out-of-school control group（n=47） to detect the possible contamination effects caused by the interaction between the students of the experimental and the in-school control groups. Later on only the students from the experimental group received the intervention curriculum of 6 units for 3 weeks（240minutes）and the two control groups received nothing . Three groups took the pretest, posttest and post–posttest with the print tobacco advertising literacy teaching questionnaire. One–way analysis of covariance and two–way analysis of repeated covariance were used to test these hypothesis .
The findings in this study were as follows：
1. The cognition of designing print tobacco advertising, tobacco and tobacco advertising cognition, smoking expectancies significantly.
2. One month after accomplishing the curriculum, the subjects in the experimental group still had better in the cognition of designing print tobacco advertising, tobacco and tobacco advertising cognition, smoking expectancies than the control groups.
3. The scores of the self-efficacy of refusing smoking, behavior intention of refusing smoking of the experimental group there was no significant difference between these two groups both after the intervention and one month later.
According to the analysis of investigation leaning processes in the experimental group, these subjects’ reactions and opinions from the curriculum were enjoyed the activities of the intervention course.

一、中文參考文獻
余坤煌(1993)：價值澄清教學活動對國小學童吸菸知識、態度和吸菸決定影響之研究。學校衛生，22，2-22。
吳知賢(1998)：兒童與電視。台北：桂冠。
吳知賢（2001）：電視酒類廣告內容分析及廣告識讀教學對國小兒童喝酒信念的效果研究。國民教育研究集刊(臺南師院)，7，105-181。
吳翠珍(2000）:媒體教育不是什麼。媒體 See See 看月刊，22。
吳翠珍(2002)：媒體素養行動派-別小看我：九年一貫互動教學手冊。台北：財團法人公共電視文化事業基金會。
李芳欣（1999）：衛生教育介入對國中二年級學生吸菸之知識、態度、自我決定能力及不吸菸意願之成效。高雄：高雄醫學大學碩士論文（未出版）。
李景美（1990）：台北市國民中學三年級男生吸菸行為之情境及家庭狀況因素分析研究。中華民國學校衛生學會雜誌，13（5），371-380。
李景美（1998）：台北市中小學對菸品廣告之反應研究。健康促進暨衛生教育雜誌，18，13-24。
李蘭、潘伶燕、晏涵文、李安隆（1994）：台灣地區之成人吸菸現況：盛行率及危險因子。中華公共衛生雜誌，13，371-380。
李蘭、晏涵文、翁慧卿、楊雪華、陳宜靜、曾東松（1998）：國中學生同儕地位及危害健康行為之發展研究與教育介入效果評價(第一年度報告)。行政院國家科學委員會專題研究計畫成果報告。
李蘭、陳秀熙、潘怜燕（1999）：民國八十八年台灣地區成人及青少年之吸菸率及吸菸行為調查：菸害防制法實施一年後之初評。台北：行政院衛生署八十八年度委託研究計畫成果報告。
李蘭、陳富莉、陳怡如、陳欣怡（2000）：台北地區高職學生之消費文化與菸品消費行為研究。行政院國家科學委員會補助專題研究計畫成果報告。
李蘭、蔡鶯鶯、潘伶燕、吳文琪、江宜珍、吳其臻、陳如毓、林姿伶、陳怡如（2000）：以社區為基礎拒菸介入實驗計畫行政院衛生署八十九年度委託研究計畫。
沈玉娟（1995）：台北市公立國中生控握信念、健康價值與吸菸行為
究－以焦點團體為例。衛生教育學報，B，165-188。
林東泰（1999）：大眾傳播理論。台北：師大書苑。
林梅香、黃淑貞（2002）：從衛生教育觀點探討原住民的健康危害行為。
長庚科技學刊，2：65-74。
洪文綺、黃淑貞（2000）：高職女學生愛滋病防治教學介入效果研究。衛生教育學報，13：17-36。
徐達光、莊玉菁（1999）：青少年戒菸衛生教育模式之建立與評估-從生活型態與消費行為談起(二)。行政院衛生署八十八年度委託研究計畫。
高桂足、林鎮坤（2003）：台灣鄉村國民小學學童起始吸菸行為及家庭二手菸害之調查研究。行政院國家科學委員會專題研究計畫成果報告。
高雅珠、晏涵文（1997）：吸菸預防教育介入研究。中華公共衛生雜誌，16（2），160-162。
高薏亭（2003）：三種預防吸菸教學方案實驗效果比較研究 : 以台北縣某國中一年級學生為對象。台北：國立台灣師範大學碩士論文（未出版）。
莊蕙菁（2002）：以視覺文化為核心之藝術教育課程研究-以廣告影像為例。台北：國立台灣師範大學碩士論文（未出版）。
教育部（2002）：媒體素養教育政策白皮書。台北：教育部。
陳世敏(2000)。「媒體素養通識課程規劃」，兩性平等教育季刊，11：16-21。
陳巧燕（2002）：國小兒童廣告解讀型態與家庭文化之研究---以全球化廣告為例。屏東：屏東師範學院碩士論文（未出版）。
陳怡如（2001）：香菸廣告之接觸、認同與吸菸行為之關係---以北縣高職學生為例。台北：國立台灣大學碩士論文（未出版）。
陳富莉、李蘭（2004）：青少年菸品消費認同與吸菸行為之研究--以臺北縣某兩所高職學生為例。台灣公共衛生雜誌，23(1)：59-70。
陳紫郎(2002)：吸菸的人權議題---是一種強制或選擇？論文發表於台灣菸害防治研討會。台北，2002年12月16日。
葉雅馨（1984）。台北市國民小學高年級學童對吸菸行為之態度調查。台北：董氏基金會。
葉芝伶(2000)：電視酒類廣告與識讀教學對國小學童喝酒信念相關問題之研究。台南：國立台南師範學院碩士論文（未出版）。
黃淑貞（2000）：吸菸之流行病學研究。台北市：國家衛生研究院。
楊琬怡(2002)：國小學童電視廣告識讀課程與教學方案之研究。台東：台東師範學院碩士論文（未出版）。
劉文英、溫啟邦（2002）：進口衍生性商品之促銷活動對台灣菸品市場的影響。論文發表於台灣菸害防治研討會。台北，2002年12月16日。
嚴道、黃松元、馬藹屏、楊美雪、周曉慧（1996）：臺北市國中學生之吸菸行為與其心理特質調查研究。台北：財團法人董氏基金會。
嚴道、黃松元、馬藹屏、蕭惠文、周曉慧（1995）：台灣地區青少年對吸菸、飲酒、嚼檳榔之認知、態度、行為其心理特質調查研究。行政院衛生署八十三、八十四年委託研究計畫。

二、英文參考文獻
Abernathy, T. J., Massad,L.,&Romano-Dwyer, L.(1995) .The relationship between smoking and self-esteem. Adolescence,30(120)：889-907.
Alman,D.G.,Levine,D.W.,Coeytaux,R.,Slade,J.,&Jaffe,R.(1996). Tobacco promotion and susceptibility to tobacco use among adolescents aged 12 through 17 years in a nationally representative sample. American Journal of Public Health, 86(11)：1590-1593.
Arnett, J.J.,＆ Terhanian, G.（1998）. Adolescents’ responses to cigarette advertisements: links between exposure, liking, and the appeal of smoking. Tobacco Control,7,129-133.
Atkin, C. K.（1993）.On regulating broadcast alcohol advertising. Journal of Broadcasting & Electronic Media, 37, 107-113.
Ausems, M. ,Mesters,I. ,Breukelen, G.V.,& Vries, H.D.（2002）.Short-term effects of randomized computer-based out-of-school smoking prevention trial aimed at elementary school children. Preventive Medicine 34, 581-589.
Austin E. W. & Johnson K. K.（1995）. Direct and indired effects of media literacy training on third graders’ decision-making for alcohol. Annual Meeting of the International Communication association. 45, Albuquerque, NM, May 25-29. (ERIC Document Reproduction Service No. ED 384 930)
Bandura A.（1986）. Social foundations of thought and action : a social cognitive theory. New Jersey：U.S.
Barnard, M.,& Forsyth, A.（1996）.The social context of under-age smoking: aqualitative study of cigarette brand preference. Health Education Journal,55,175-184.
Best J. et al.（1988） “Preventing cigarette smoking among school children,” Annual Reviews of Public Health, 9: 161-201.
Botvin G.J., Goldberg C.J., Botvin E.M. and Dusenbury L.（1993）. Smoking behavior of adolescents exposed to cigarette advertising. Public Health Reports, vol. 108.
Bowen, D.J., et al. (1991). Description of early triers. Addictive Behavior 16(3-4): 95-101.
Byrne, D. G., Byrne, A. E., & Reinhart, M. I.(1995). Personality, stress and the decision to commence cigarette smoking in adolescence. Journal of Psychosomatic Research, 39(1),53-62.
Centers for Disease Control and Prevention（CDC）（1994）. “Changes in the cigarette brand preference of adolescent smokers, U.S. 1989-1993. Morbidity and Mortality Weekly Report（MMWR）,1994 August.
Centers for Disease Control and Prevention（CDC）（1994）.Guideline for school health programs to prevent tobacco use and addiction. Journal of school health,64（9）,353-360.
Centers for Disease Control and Prevention（CDC）（1996）. Projected smoking-related deaths among youth—United States. Morbidity and Mortality Weekly Report (MMWR), 1996 November, 45:44.
Centers for Disease Control and Prevention (CDC)（2000）. Youth Risk Behavior Surveillance -- United States, 1999,Morbidity and Mortality Weekly Report Morbidity and Mortality Weekly Report (MMWR) 49(SS-5).
Chapman, S. ( 1996).Civil disobedience and tobacco control：The case of BUGA UP. Tobacco Control,5（2）,142-148.
Coe, R.M., Crouse, E., Cohen, J.D., Fisher, E.B.（1982）.Patterns of change in adolescent smoking behavior and results of a one year follow-up of a smoking prevention program. The journal of school health, August , 348-53
Dejong, W.（1996）. When the tobacce industry controls the news: KKR, RJR Nabisco, and the Weekly Reader Corporation. Tobacco Control,5,142-148.
Difranza, J.R., et al. (1994), "Tobacco acquisition and cigarette brand selection among youth," Tobacco Control 3: 334-38.
Distefan, J. M., Gilpin, E.A., Sargent, J.D., Pierce, J.P.（1999）.Do movie stars encourage adolescents to start smoking？Evidence from California. Preventive Medicine 28, 1-11.
ETR Association（1998）.Project towards no tobacco use-teacher’s guide. California：U.S. Education Training and Research Association（ETR）.
Evans, N. & Farkas, A.（1995）. Influence of tobacco marketing and exposure to smokers on adolescent susceptibility to smoking,” Journal of the National Cancer Institute, Vol. 87 No. 20.
Feighery,E., Borzekowski,D.L.G., Schooler, C., et al.（1998）. Seeing, wanting, owning: the relationship between receptivity to tobacco marketing and smoking susceptibility in young people. Tobacco Control ,7,123-128.
Fischer, P. et al.（1991）. Brand logo recognition by children aged 3 to 6 years. JAMA,266,3145-3148.
Flay, B. R.（1987）.Mass media and smoking cessation： A critical review. American Journal of Public Health,77,153-160.
Flynn,B.S., Worden, J. D.,Secker-Walker, R.H., Badger, B. G.,Geller,B. M.,& Costanza, M. C.(1992).Prevention of cigaretee smoking through mass media intervention and school program. American Journal of Public Health, 82(6), 827-834.
Greenberg, J. S. and Deputat, Z.（1978）.Smoking intervention：comparing three methods in a high school setting. The journal of school health, October, 498-502
Harper＆Bros. Also reprinted in W. Schramm（1960）,Mass communications, pp.117-130.Urbana：University of lllinois Press.
International Policy Conference on Children & Tobacco（1999）.“Tobacco marketing & children.Fact Sheet,March 1999.
Levy, D. T., & Karen, F. (2001). A computer simulation model mass media interventions directed at tobacco use. Preventive Medicine ,32, 284-294.
Lloyd-Kolkin, D. & Tyner, K. R.(1991). Media and you: An elementary media literacy curriculum. Englewood Cilffs, NJ: Educational technology Publications.
Marietta, A. L.,Rick, P., & Jeffrey, S.H.(1999).Why do effective smoking prevention programs work？Student changes in social cognitive theory constructs. The Journal of School Health,69（8）,326-331.
Nation Institute on Media and the Family（1998）. Smoke and mirror-media literacy＆tobacco. Minneapolis，U.S.：Nation Institute on Media and the Family.
People in Communication, Inc. and Asian Mass Communication, Research and Information Centre（AMIC）（1995）.Media education : a teaching manual. Laguna, Philippines : AMIC-Philippines.
Pierce, J.P., Gilpin, E., Burns, D.M., et al.（1991）. Does tobacco advertising target young people start smoking? Evidence from California. JAMA ,266,3154-3158.
Pollay, R. et al.（1996）.The last straw? Cigarette advertising and realized market shares among youths and adults,” Journal of Marketing 60(2):1-16, April.
Price, J.H., Beach, P., Everett, S., Telljohann ,S.K.＆Lewis, L.（1998）. Evaluation of a three-year elementary school tobacco prevention program. Journal of school Health, 68（1）, 26-31
Radziszewaska , B. ,Richardson, J.L. ,Dent, C.W.,& Flay ,B.R.(1996). Parenting style and adolescent depress symptoms, smoking, and academic achievement：ethnic, gender, and SES differences. Journal of Behavior Medicine, 19(3), 289-305.
Redmond, W.H.（1999）. Effects of sales promotion on smoking among U.S. ninth graders. Preventive Medicine,28, 243-250.
Richard P. et al.（1994）. Mortality from Smoking in Developed Countries 1950-2000 .New York: Oxford University Press.
Silverblatt, A.(2001). Media literacy: Keys to interpreting media messages.-2nd ed. Westport, CT:Praeger Publishers.
Slade J., Bero L.A., Hanauer P., Barnes D.E. and Glantz S.A.（1995）.
Symptoms of nicotine withdrawal among adolescent and young adult tobacco users, United States（1993）. Morbidity and Mortality Weekly Report, vol. 43.
US Department of Health and Human Services（1994）, Preventing tobacco use and nicotine and addiction, Journal of the American Medical Association, 19 July 1995.
Washington Post（1998）. “Internal R.J. Reynolds documents detail cigarette marketing aimed at children. 15 January 1998.
While, D., Kelly, S., Huang, W.,& Charlton, A.（1996）. Cigarette advertising and onset of smoking in children: Questionnaire survey. MJ ,313,398-399.
World Health Organization 【WHO】（1999）.International Consultation on Environmental Tobacco Smoke (ETS) and Child Health, 11-14 January .
Worsnop,C.M.（1994）. Screening images: ideas for media education. Wright Communications. Mississauga, ON. Canada.
Yates, B. L. (1999). Media literacy: A health education perspective. Journal of Health Education, 30 (3), 183-187.

三、網路參考文獻
袁乃娟、巫知諭（1999/7/13）：1999媒體識讀教育研討會Media Literacy Education Conference研究報告。民92年4月9日取自：http://www.pts.org.tw/~pubfile/4.training/training05.htm
董氏基金會（2003/3/1）：菸商魔鬼誘惑花招多。民92年5月11日取自：http://www.quitandwin.org.tw/new/?page=shop/mainpoint_view&article_id=260&article_type=01
董氏基金會菸害防制組（2003）：菸害新知。民92年5月20日取自：http://www.jtf.org.tw/JTF05/Show.asp?This=512
媒體識讀推廣中心（2003）：讓國小老師更認識兒童媒體識讀。民92年5月20日取自：http://www.tvcr.org.tw/ego/teach/32/32a/32a101.html
國民健康局衛生教育中心（2003）：嬰兒與母親的無菸餐廳。民93年4月20日取自：http://health99.doh.gov.tw/em/br1_12.htm
American Legacy Foundation（2000）.National youth tobacco survey (NYTS) Retrieved 0920,2003,from http://tobacco.rti.org/data/nyts2000.cfm
Centers for Disease Control and Prevention（2003）Tobacco Questionnaire. Retrieved 0920, 2003, from http://www.cdc.gov/tobacco/tips4youth/quiz.htm
Centers for Disease Control and Prevention（2001）. Core questions
global youth tobacco survey. Retrieved 0920, 2003, from http://www.cdc.gov/tobacco/global/GYTS/questionnaire/EnglishQuestionnaire.htm
Centers for Disease Control and Prevention（1999）.Health Education Classroom Questionnaire. Retrieved 0920, 2003, from http://www.cdc.gov/nccdphp/dash/shpps/pdf/hed_cla.pdf
Centers for Disease Control and Prevention（1994）. Guidelines for School Health Programs to Prevent Tobacco Use and Addiction, Morbidity and Mortality Weekly Report (MMWR), 43(RR-2), February 25, 1994, Retrieved 0402, 2004, from http://www.cdc.gov/mmwr/preview/mmwrhtml/00026213.htm
FTC（2003）. Federal Trade Commission Smokeless Tobacco Report for the Years 2000 and 2001. Retrieved 0920, 2003, from http://www.ftc.gov/os/2003/08/2k2k1smokeless.pdf
Ken, F.（2003）：Deep literacy。Retrieved 0920,2003,from
http://www.media-visions.com/ed-deeplit.html
Peter,D.B.（2003）:Media literacy for prevention：a sence-based rationale. Retrieved 0920,2003,from
http://www.medialiteracy.net/pdfs/media_literacy.pdf
Substance Abuse and Mental Health Services Administration. (2002). Results from the 2001 National Household Survey on Drug Abuse: Volume I. Summary of National Findings. Retrieved 0320,2004, from http://www.samhsa.gov/oas/nhsda/2k2nsduh/html/toc.htm
U.S. Census Bureau and National Cancer Institute（2002）.Current population survey tobacco use supplement (CPS). Retrieved 0920, 2003,from http://riskfactor.cancer.gov/studies/tus-cps/surveys/tuscps_english_2003.pdf
U.S. Federal Trade Commission (FTC), Cigarette Report for 2001. Retrieved 0920, 2003, from http://www.ftc.gov/os/2003/06/2001cigreport.pdf.