Cigarette advertising and children's smoking: why Reg was withdrawn.

OBJECTIVE: To examine the appeal of the Embassy Regal "Reg" campaign to young people. DESIGN: Three quantitative surveys and one piece of qualitative research: (a) self completion questionnaire administered in classrooms, (b) questionnaire led interviews with children, (c) questionnaire led interviews with adults, and (d) group discussions with children and adults. SETTINGS: (a) Secondary and middle schools in England; (b) north of England, Scotland, and Wales; (c) north of England, Scotland, and Wales; and (d) Glasgow. SUBJECTS: (a) 5451 schoolchildren aged 11-15 recruited by stratified random sampling; (b) 437 children aged 5-10 recruited by quota sampling; (c) 814 adults aged 15-65 recruited by quota sampling; and (d) 12 groups of children aged 10-15, three groups of adults aged 18-24, and three groups of adults aged 35-55. RESULTS: Children were familiar with cigarette advertising and in particular the Reg campaign. Although younger children struggled to understand the creative content of the adverts, older and smoking children could understand and appreciate the humour. They considered Reg to be amusing and could relate to the type of joke used in the advert. In addition Reg's flippant attitude towards serious issues appealed to the children. While adults aged 18-24 understood the campaign they did not identify with it, and 35-55 year olds (the campaign's supposed target) were unappreciative of the campaign. CONCLUSIONS: The Reg campaign was getting through to children more effectively than it was to adults and held most appeal for teenagers, particularly 14-15 year old smokers. It clearly contravened the code governing tobacco advertising, which states that advertising must not appeal to children more than it does to adults, and it may have had a direct impact on teenage smoking. In view of these findings the Advertising Standards Authority's decision to withdraw the Reg campaign seems appropriate.

Menhaden, coconut, and corn oils and mammary tumor incidence in BALB/c virgin female mice treated with DMBA.

Omega-3 fatty (n-3) acids are believed to inhibit the rate of occurrence and the growth of mammary tumors in rats treated with 7,12-dimethylbenz[a]anthracene (DMBA). Linoleic acid, on the other hand, has been shown to promote mammary tumorigenesis. This study was undertaken to see whether replacing 18% of the corn oil (high in linoleic acid) in a 20% fat diet with menhaden oil (high in n-3 fatty acids, low in linoleic acid) or coconut oil (low in n-3 fatty acids, low in linoleic acid), while keeping constant the cholesterol, antioxidant, and total fat content, would affect tumor incidence in virgin female BALB/c mice dosed with DMBA. Dietary treatment had no effect on body weight, feed intake, or survival to 44 weeks of age (36 wks after the first of 6 DMBA doses). Mammary tumor incidence was the same in the menhaden oil and coconut oil diet groups but was significantly higher in the 20% corn oil diet group. The protective effect of menhaden oil and coconut oil may be due, at least in part, to the decreased linoleic acid content of these diets relative to the corn oil diet. We conclude that n-3 fatty acids per se do not seem to inhibit tumor formation.

Reduced energy intake and moderate exercise reduce mammary tumor incidence in virgin female BALB/c mice treated with 7,12-dimethylbenz(a)anthracene.

This study evaluated the concurrent effects of diet (standard AIN-76A, restricted AIN-76A and high-fat diet) and moderate rotating-drum treadmill exercise on the incidence of 7,12-dimethylbenz(a)anthracene-induced mammary carcinomas in virgin female BALB/cMed mice free of murine mammary tumor virus. Exercise significantly reduced food consumption in the groups fed the standard diet and high fat diet. Although food consumption varied widely, final body weight was similar in all groups. Exercise had no effect on mammary tumor incidence in the standard diet-fed groups (without exercise, 47%; with exercise, 45%); however, exercise reduced mammary tumor incidence in the other groups as follows: restricted diet/no exercise, 28%; restricted diet/with exercise, 13%; high fat diet/no exercise, 31%; high fat diet/with exercise, 19%. Restricting food intake reduced mammary tumor incidence, but had no effect on body weight. Although energy intake was related to mammary tumor incidence, neither body weight nor dietary fat predicted tumor incidence.

The effect of four chemical forms of selenium on mammary tumor incidence in BALB/c female mice treated with 7-12-dimethylbenz[a]anthracene.

The study was conducted to determine the effect of four forms of selenium on inhibition of DMBA-induced mammary tumors. BALB/c virgin female mice were fed the AIN-76 diet containing 0.2 or 2.0 ppm Se as selenite, selenate, selenomethionine, or selenocystine prior to and for 6 months post DMBA-treatment. At necropsy, mammary glands were histologically treated for confirmation of adenocarcinomas and the livers were removed for analysis of glutathione-peroxidase (GSHPx) activity and selenium concentrations. Dietary levels or forms of selenium had no effect on body weights. Inorganic selenium fed at 2.0 ppm Se (selenite and selenate) decreased mammary tumor incidence, but organic selenium (selenomethionine and selenocystine) had no effect on mammary tumor incidence. Hepatic GSHPx activity was highest with the 2.0 ppm selenium as selenocystine diet, but hepatic selenium levels were highest with the 2.0 ppm selenium as selenite. This study showed that the dietary form of selenium affects inhibition of mammary tumorigenesis. Furthermore, the study suggested that the pathways for selenium incorporation into GSHPx and for tumor inhibition are different.

The essential fatty acid deficient chicken as a model for cystic fibrosis.

The essential fatty acid deficient (EFAD) chicken was evaluated as a model for cystic fibrosis (CF). Three semipurified diets--(I) 1% hydrogenated coconut oil (HCO), (II) 10% soybean oil + 1% HCO, and (III) 11% HCO--were fed to chickens from hatching to 5, 8, or 11 wk. Groups I and III exhibited poor weight gain and abnormal serum fatty acid patterns characteristic of EFAD. Production of prostaglandin F2 alpha, thromboxane B2, 6-keto-prostaglandin F1 alpha, and prostaglandin E in lung was significantly reduced at 5, 8, and 11 wk in both EFAD groups. Histopathologic examination revealed increased peribronchiolitis in group I compared with II. Incidence of pulmonary lesions in group III was intermediate. These data support the theory that essential fatty acids are necessary to maintain proper lung function. In this respect, the chicken is a good model for studying the relationship between EFAD and pulmonary disease in CF patients.

Disseminated intravascular coagulation in experimental intestinal strangulation obstruction in ponies.

Total strangulation obstruction of the caudal part of the jejunum was induced in 3 groups (each of 3 ponies) for 2, 4, and 6 hours. Coagulation tests which included blood platelet counts, prothrombin time, activated partial thromboplastin time, activated coagulation time, plasma fibrinogen level, and fibrin/fibrinogen degradation products assay were performed at specified time intervals for 1 week or until death of the experimental ponies. Another 3 ponies (sham-operated) were similarly treated, except that intestinal strangulation obstruction (ISO) was not induced. Necropsy was done on ponies that were euthanatized 9 days after the sampling period and on 2 ponies that died. Six hours of ISO resulted in severe ischemic damage to the intestines, characterized by hemorrhagic infarction, with or without perforation, in ponies that died, and total loss of mucosa with moderate to severe fibrosis of the intestinal wall in the surviving pony of this group. This damage was associated with significant coagulopathies, notably prolonged prothrombin time and activated partial thromboplastin time, decreased blood platelets count, and the presence of high levels of fibrin/fibrinogen degradation products (40 micrograms/ml). These laboratory findings are indicative of disseminated intravascular coagulation. In contrast, the jejunal segments of the ponies subjected to 2 and 4 hours of ISO were viable as revealed by histopathologic examination. There were no significant changes found in their coagulation profiles.(ABSTRACT TRUNCATED AT 250 WORDS)

Serum progesterone, enzymes, and electrolytes of hens laying a low or high incidence of shell-less eggs.

Three experiments were conducted to determine possible differences in serum progesterone, enzymes, and electrolytes between hens laying a high or low incidence of shell-less (SL) eggs. Blood was taken at time of oviposition and at 6, 12, 18, and 25 hr later, irrespective of the stage of the sequence. The results indicated no significant differences in average serum progesterone between hens laying a high or low incidence of SL eggs. In general, the patterns of serum progesterone in relation to time of oviposition was similar for each type. No significant differences were observed in serum phosphorus, magnesium, glutamate pyruvate transaminase, or alkaline phosphatase between hens laying a high or low incidence of SL eggs. It was concluded that the production of SL eggs is not related to abnormal serum progesterone, alkaline phosphatase, glutamate pyruvate transaminase, magnesium, or phosphorus levels.