Women's perceptions about cigarette advertising

The purpose of this study was to determine if the female employees of Cleburne Independent School District perceive they are being targeted by tobacco companies in cigarette advertising. The following variables were examined: the perceptions of nonprofessional females toward cigarette advertising, the perceptions of professional females toward cigarette advertising, the difference between the perceptions of nonprofessional and professional females toward cigarette advertising, and the ex post facto reliability of the Carver's Women and Cigarette Advertising Instrument. In this study it was determined that the mean score for professional females was 13.4229 while the mean score of the nonprofessional female was 16.2740. The two sample t-test indicated that both groups perceive they are being targeted by cigarette advertising; however, the professional females perceive this targeting to a greater degree.