Attitudes of Female Smokers/Non-Smokers towards Smoke-Free Air Zone Ad Campaign

Caglar Genc

doi:10.29333/ojcmt/2545

Abstract

Turkish government and NGO’s have been broadcasting or publishing some health communication campaigns every year. In these campaigns, the messages generally related to giving up smoking cigarettes, keeping the heart healthy and such an early prognosis of cancers. In Turkey, except in houses for accommodation, smoking was banned in closed areas of all public and private buildings as well as in public transportation vehicles on the 19th of July, 2009. The Ministry of Health named this project as “Smoke-Free Air Zone”.The main aim of this research is to reveal attitudes of female smokers /non-smokers towards SmokeFree Air Zone Ad Campaign. A survey conducted to reach this aim. Attitudes towards a print ad, which contains anti-smoking claims analyzed among the women who smoke and nonsmoke.Sample of the research consist of the female students who are attending Anadolu University, Faculty of Communication Sciences, Department of Advertising and Public Relations.

Highlights

Turkish government and NGO’s have been broadcasting or publishing some health communication campaigns every year
The person must have a sense of personal agency or self-efficacy with respect to performing the behavior (Fishbein and Yzer, 2003: 164-183).Theory of reasoned action assumes that people rationally calculate the cost and benefits of engaging in a particular action and think carefully about how important others will view the behavior under consideration
Table 2.shows the age of the respondents. 66% of the respondents are between the ages of 1823, 18% of the respondents are between the ages of 24-29 and 16% of them are 30 and older

Summary

Introduction

Turkish government and NGO’s have been broadcasting or publishing some health communication campaigns every year In these campaigns, the messages generally related to giving up smoking cigarettes, keeping the heart healthy and such an early prognosis of cancers. Media campaigns have the potential to change social perceptions of smoking and knowledge about the dangers of secondhand smoke (SHS) and may increase support for smoke-free environments (Fosson,McCallum and Conaway, 2014: 1-9).Sims et al (2013: 1-7) examined the effects of tobacco control television advertisements with positive and negative emotional content on adult smoking prevalence and cigarette consumption in England from 2004 to 2010. There is evidence emotional responsiveness to advertising might be a key element of advertising effectiveness (Wakefield et al, 2002: 1-33)

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