Anti-smoking Public Service Research Articles

금연공익광고 ‘노담’시리즈에 대한 텍스트 언어학적 연구 -2020년 광고를 중심으로-

This study analyzes the linguistic characteristics of the 2020 anti-smoking public service advertisement series 'Nodam'. The 2020 Nodam advertisements consist of three stories. The first story comprises three independent texts in an interview format, but they are unified into a single text through a repeated ‘question-answer' structure and recurring slogans. The second story is a single text woven from the relay-style narratives of five individuals, with independent subtexts bound together by cohesive devices. The third story has a single text structure consisting of one main text and a slogan. In terms of meaning construction, the first and second stories expand the advertisement's meaning and reinforce its purpose by linking subtexts through the same message and cohesive devices. The third story addresses e-cigarettes and smoking students, broadening the target and scope of the anti-smoking message. Additionally, as the advertisements target teenagers, they use abbreviations, neologisms, trendy expressions, and loanwords to capture teenagers' interest and elicit their empathy and participation.

Persuasive Visual Communication and Ethics: Analysis of Anti-Smoking Public Service

Sigara karşıtı kamu spotlarında ikna edici mantıksal kanıtlar eşliğinde duygusal çağrılar kullanılarak tutum ve davranışlar üzerinde bir etki oluşturulmak istenmektedir. Bu ikna edici iletişim sürecinde görsel mesajlar dikkatleri kolayca çekme, duyguları aktarma, karmaşık bilgileri sunma, hikâyeler anlatma, akılda kalabilme özellikleri ile sıklıkla kullanılmaktadır. İlgili alan yazında ikna edici iletişimin etik gerekçelerini oluşturabilecek ve iletişim uygulayıcılarına kavramsal ve sistematik yaklaşımlar sunan çalışmalar bulunmaktadır. Bu çalışmada sigara karşıtı kamu spotlarının etik açıdan incelenmesi amaçlanmıştır. Bu amacı gerçekleştirmek için Yeşilay ile Sağlık Bakanlığı Sağlığın Geliştirilmesi Genel Müdürlüğüne ait web sitelerinde bulunan sigara karşıtı on altı kamu spotu içerik analizine tabi tutulmuştur. Araştırma sonuçları incelenen sigara karşıtı kamu spotlarında çoğunlukla etik ilkelerin karşılandığını ortaya koymuştur. Etik ilkelerin saygı duyma ve sosyal sorumluluk prensiplerinde tamamen karşılandığı görülürken doğruluk, özgünlük ve eşitlik prensiplerinde kısmen karşılandığı görülmüştür.

Why Audiences’ Voice on Developing Anti-Smoking Messages Matters

messages about the danger of addictive substances. For example, smoking is framed as harmful and unfavourable. Anti-smoking Public Service Advertising (PSA) depicts the severe adverse effect of smoking on health, sometimes resulting in people resisting the message. In contrast, pro-smoking through tobacco advertisements is associated with fun and enjoyable behaviour, encouraging people to smoke or start smoking. Besides quality, anti-smoking PSAs in the country cannot compete with accessible cigarette advertising in terms of quantity. As a result, intervention to prevent tobacco use remains lacking. The effectiveness of anti-smoking PSA is usually assessed by looking at and counting the significant impact of the messages on people’s intention to change their behaviour. This top-down approach is missing from understanding why people perceive the messages as meaningful and how they are likely to accept or reject them, particularly where smoking remains socially and culturally normalised, like in Indonesia. By reviewing the relevant literature on audience research, this paper aims to propose the cultural media audience as a valuable approach and framework in health communication and provide an analysis of some mediated smoking campaigns in Indonesia. The existing PSA tends to underscore people’s perceptions and expectations of the messages. It is argued that a cultural-media audience approach allows for staging people’s voices about persuasive health messages and helps to develop meaningful smoking-related interventions or campaigns. Keywords: Anti-smoking, health communication, media audience, message, Indonesia.

Perceived Effectiveness of the Anti-Smoking Public Service Advertisement on YouTube (#SuaraTanpaRokok)

Indonesia's tobacco control law enforcement remains weak and has not regulated the total ban on tobacco advertisement, promotion, and sponsorship bans (TAPS). Meanwhile, mediated anti-smoking messages have been significantly found to reduce smoking prevalence in many countries, helping people to stop smoking and preventing new smokers. Unfortunately, the anti-smoking Public Service Advertisements (PSAs) in Indonesia is unable to compete with the extensive and creative cigarette advertising or pro-smoking messages in many media platforms. Messages encouraging people to stop smoking and delivering the hazardous effects of smoking remain spotty in terms of numbers and visibility, leaving people with limited information about the adverse effects of smoking. There has been little research literature looking at how people perceived the effectiveness of anti-smoking messages. This study aims to identify and assess the anti-smoking PSAs by #suaratanparokok. A content analysis is carried out to examine the perceived effectiveness of the #suaratanparokok PSAs on YouTube. The involvement of YouTube influencers and optimizing social media platforms are important in delivering the PSAs. This study provides insights and recommendations to warn people about the danger of smoking through effective anti-smoking messages.

The picture of smoking in my mind: a need for effective anti-smoking public service announcements based on the self-construals of smokers.

This qualitative study sought to understand the behaviours of smokers with independent and interdependent self-construals to design effective anti-smoking public service announcements (PSAs). Findings from the participants' narratives and drawings suggest that individualistic message content (focused on the individual smoker) can be effective for smokers with independent self-construal, while collectivistic message content (focused on a smoker group) can be effective for smokers with interdependent self-construal to increase their quitting intentions. This study also revealed characteristics of the smoker groups in terms of routines, meanings and symbolic values of smoking, which can be used to enrich the contents for anti-smoking PSAs. The implications of this study are discussed for public policy makers and nonprofit organizations that seek to match their message with the audience to improve public health.

Smoking self-concept moderates the effects of self-affirmation on smoking-related beliefs and behavioral intentions

Objective Smoking stigmatization has been shown to hinder cigarette smoking cessation, especially among individuals with a strong smoker identity. Self-affirmation, a psychological threat-management coping strategy, can promote smoking cessation, and may mitigate the adverse consequences of stigmatization. Design Data from an online sample of 1,020 U.S. adult smokers were analyzed using multiple linear regression. Main Outcome Measures Participants completed a self-affirmation (or no-affirmation control) writing task before viewing a smoking stigma (or non-stigma control) anti-smoking public service announcement video. Participants then reported smoking-related cognitions and behavioral intentions. Results Among participants with strong—but not weak—ties to a smoker identity (smoking self-concept), self-affirming led to higher quit intentions compared to the control condition. Among participants with weak—but not strong—smoking self-concepts, those who self-affirmed had lower intentions to switch completely to e-cigarettes relative to the control condition. Exposure to stigmatization reduced intentions to seek cessation counseling, particularly among those with weak smoking self-concepts. Conclusion Findings demonstrate the critical role that smoking identity centrality plays in moderating reactions to both affirming and stigmatizing stimuli. Additional research is needed to better understand how self-affirmation and stigma-reduction interventions can be tailored and implemented in natural contexts.

Nicotinism and the knowledge of consequences of laryngectomy among university students.

Nicotine addiction is currently one of the most serious health and social problems worldwide, which contributes to the development of numerous diseases, including, above all, laryngeal cancer, which may lead to laryngectomy. The consequences of losing one’s larynx are irreversible. The objective of the study presented in this paper was to describe the knowledge of the consequences of radical laryngectomy among students pursuing a variety of majors. The study covered 194 people (119 non-smokers and 75 smokers), who took part in diagnostic survey based on a bespoke questionnaire. Based on the study in question, the author determined that the level of knowledge about the consequences of laryngectomy among the majority of students is average to low, while smoking students have an average awareness of these consequences. Moreover, it turned out that age, gender, major and the number of smokers in students’ closest circles do not determine the knowledge about the subject at hand. The results of the study indicate that the anti-smoking public service campaigns addressed to youth should include information about both the risk of diseases and their consequences, which may significantly reduce the quality of life and hinder everyday functioning.

The Effects of Negative-Framed Antismoking Public Service Announcements Pertain to Health Risks on High School Students

The major aim of this study was to determine the opinion of high school students regarding negative-framed antismoking Public Service Announcements (PSAs) on health risks. The data were collected from 884 students attended in twelve high schools in Ipekyolu district of Van Province, Turkey. The findings showed that the PSAs affected the manners of the students positively in smoking cases such as intending to quit smoking, being more conscious about the harms of smoking and warning smokers. The effects of PSAs were found to be more effective on male students than female, non-smoker students than smoker parent on students who have non-smoker parents than those who have at least one smoker parent. The results indicated that special attention should be given to individual factors when producing such kinds of PSAs.

Pilihan Media Pencari Informasi Kesehatan

The number of smokers among women in Indonesia is increasing every year, even though smokers are predominantly male. In order to educate the public about the negative impacts of tobacco consumption, the government has produced anti-smoking Public Service Advertisements (PSAs) aired on television. The information gap about smoking hazards is due to lack of anti-smoking messages which is unable to compete with the extensive and creative pro-smoking messages in many media platforms. The way people use media for information-seeking, such as messages about smoking, dictates how they look for the messages and helps to understand how they encounter messages the most. By interviewing 39 women in Banda Aceh and Jakarta, this study presents women’s opinion about television and the media preference for searching and gaining information about smoking. The findings show that participants of the study prefer to obtain information about smoking through the media—online social media than through television, such as Facebook, YouTube, Instagram, Line, WhatsApp, and non-media like friends and their doctor’s advice. Given the substantial cost of television health campaigns, the study findings can provide input on alternative media in communicating about the harms of smoking.

Interplay of Direct Anti-Smoking Public Service Advertisements and Anti-Smoking Messages Placement Disclosures in Movies with Attitude to Quit Smoking

Recently, the Ministry of Health Pakistan decreed that disclosures of anti- smoking messages placement in the movies should be used whereby fear based cognitive anti-smoking message is shown. Consistent with the Elaboration Likelihood Model (ELM) assumption that persuasion messages likely influence the attitude of the relatively unmotivated individuals. This study is the first which tests and compare the ability of anti-smoking persuasion messages presented in the Direct Anti-smoking public service Advertisements (DAA) and Anti-smoking messages Placement Disclosures in movies (APD) in determining viewer’s Attitude to Quit Smoking (AQS). Hence, this attempt overcomes deficient understanding about the effects of disclosing anti-smoking advertisement placement. In a between-subject experiment (N = 120), we measure the smokers’ attitudes in the result of the direct anti-smoking advertisements along with the APDs in movies. Results of the experiment show that attitude to quit smoking becomes stronger when a direct anti-smoking advertisement and anti-smoking disclosure is shown. However, analyses based on Partial Least Squares Path Modeling (PLS-PM) on Advanced Analysis for Composites (ADANCO) 2.0.1 (a new software for variance-based SEM) attitude to quit smoking is significantly higher when the anti-smoking message disclosure is shown during the movie scenes. These results have significant implications for persuasion theories and public policy about anti-smoking campaigns.

Neurophysiological Measures of the Perception of Antismoking Public Service Announcements Among Young Population.

Tobacco constitutes a global emergency with totally preventable millions of deaths per year and smoking-related illnesses. Public service announcements (PSAs) are the main tool against smoking and by now their efficacy is still assessed through questionnaires and metrics, only months after their circulation. The present study focused on the young population, because at higher risk of developing tobacco addiction, investigating the reaction to the vision of Effective, Ineffective and Awarded antismoking PSAs through: electroencephalography (EEG), autonomic activity variation (Galvanic skin response—GSR- and Heart Rate—HR-) and Eye-Tracking (ET). The employed indices were: the EEG frontal alpha band asymmetry and the frontal theta; the Emotional Index (EI), deriving from the GSR and HR signals matching; the ET Visual Attention (VA) index, based on the ratio between the total time spent fixating an area of interest (AOI) and its area. Smokers expressed higher frontal alpha asymmetry values in comparison to non-smokers. Concerning frontal theta, Awarded PSAs reported the highest values in comparison to both Effective and Ineffective PSAs. EI results highlighted that lowest values were expressed by Heavy Smokers (HS), and Effective PSAs obtained the highest EI values. Finally, concerning the Effective PSAs, regression analysis highlighted a correlation between the number of cigarettes smoked by participants (independent variable) and frontal alpha asymmetry, frontal theta and EI values. ET results suggested that for the Ineffective PSAs the main focus were texts, while for the Effective and Awarded PSAs were the visual elements. Results support the use of methods aimed at assessing the physiological reaction for the evaluation of PSAs images, in particular when considering the smoking habits of target populations.

Effects of Anti-Smoking Public Service Announcements on the Attitudes of Korean College Students toward Smoking.

ObjectivesThis study aimed to identify the effects of anti-smoking public service announcements on the attitudes of Korean college students toward smoking.MethodsThis study involved students via convenience sampling from seven universities who were randomly assigned to four groups. All groups completed a preliminary questionnaire, before being shown a public service announcement twice, and then completed a post viewing questionnaire.ResultsFor announcements with positive messages, the proportion of changes in beliefs and attitudes were 39.1% and 19.8%, respectively, whereas those with negative messages showed a greater proportion of changes in the beliefs (59.7%) and attitudes (40.3%). After adjusting for sex and change in belief, the message types and smoking status were identified as factors affecting the change in the participants attitudes. A negative message resulted in a greater change in attitudes (odds ratio [OR], 3.047; 95% confidence interval [CI], 1.847–5.053). Ever-smokers including current smokers showed a greater positive change in attitude than never-smokers (OR, 6.965; 95% CI, 4.107–11.812).ConclusionThis study found that positive anti-smoking public service announcements were more effective on attitude change than negative messages. Additionally these announcements were more effective among viewers who were current smokers or had a prior smoking experience.

Electroencephalographic, Heart Rate, and Galvanic Skin Response Assessment for an Advertising Perception Study: Application to Antismoking Public Service Announcements.

The evaluation of advertising, products, and packaging is traditionally performed through methods based on self-reports and focus groups, but these approaches often appear poorly accurate in scientific terms. Neuroscience is increasingly applied to the investigation of the neurophysiological bases of the perception of and reaction to commercial stimuli to support traditional marketing methods. In this context, a particular sector or marketing is represented by public service announcements (PSAs). The objective of this protocol is to apply electroencephalography (EEG) and autonomic signal analysis to study responses to selected antismoking PSAs. Two EEG indices were employed: the frontal alpha band EEG asymmetry (the Approach Withdrawal (AW) index) and the frontal theta (effort index). Furthermore, the autonomic Emotional Index (EI) was calculated, as derived from the Galvanic Skin Response (GSR) and Heart Rate (HR) signals. The present protocol describes a series of operational and computational steps required to properly estimate, through the aforementioned indices, the emotional and cerebral reaction of a group of subjects towards a selected number of antismoking PSAs. In particular, a campaign characterized by a symbolic communication style (classified as "awarded" on the basis of the prizes received by specialized committees) obtained the highest approach values, as estimated by the AW index. A spot and an image belonging to the same PSA campaign based on the "fear arousing appeal" and with a narrative/experiential communication style (classified as "effective" on the basis of the economical/health-related improvements promoted) reported the lowest and highest effort values, respectively. This is probably due to the complexity of the storytelling (spot) and to the immediateness of the image (a lady who underwent a tracheotomy). Finally, the same "effective" campaign showed the highest EI values, possibly because of the empathy induced by the testimonial and the explicitness of the message.

Electroencephalographic, Heart Rate, and Galvanic Skin Response Assessment for an Advertising Perception Study: Application to Antismoking Public Service Announcements

The evaluation of advertising, products, and packaging is traditionally performed through methods based on self-reports and focus groups, but these approaches often appear poorly accurate in scientific terms. Neuroscience is increasingly applied to the investigation of the neurophysiological bases of the perception of and reaction to commercial stimuli to support traditional marketing methods. In this context, a particular sector or marketing is represented by public service announcements (PSAs). The objective of this protocol is to apply electroencephalography (EEG) and autonomic signal analysis to study responses to selected antismoking PSAs. Two EEG indices were employed: the frontal alpha band EEG asymmetry (the Approach Withdrawal (AW) index) and the frontal theta (effort index). Furthermore, the autonomic Emotional Index (EI) was calculated, as derived from the Galvanic Skin Response (GSR) and Heart Rate (HR) signals. The present protocol describes a series of operational and computational steps required to properly estimate, through the aforementioned indices, the emotional and cerebral reaction of a group of subjects towards a selected number of antismoking PSAs. In particular, a campaign characterized by a symbolic communication style (classified as "awarded" on the basis of the prizes received by specialized committees) obtained the highest approach values, as estimated by the AW index. A spot and an image belonging to the same PSA campaign based on the "fear arousing appeal" and with a narrative/experiential communication style (classified as "effective" on the basis of the economical/health-related improvements promoted) reported the lowest and highest effort values, respectively. This is probably due to the complexity of the storytelling (spot) and to the immediateness of the image (a lady who underwent a tracheotomy). Finally, the same "effective" campaign showed the highest EI values, possibly because of the empathy induced by the testimonial and the explicitness of the message.

An eye tracking index for the salience estimation in visual stimuli.

Every day we face visual stimuli able to catch our attention, but this aspect becomes crucial if the visual material has the purpose to spread a message aimed at engaging the observer. In this framework, a worthy aspect is how to measure the "visual engagement" produced by visual stimuli exposure. To this purpose, in the present study, employing the eye tracking technique, an index of visual attention (VA) has been proposed, and applied to pictures belonging to antismoking public service announcements, so to investigate the saliency of health-promoting messages in a young sample. The VA index is a non-dimensional index, defined as the ratio between the percentage of the total time spent fixating an area of interest (AOI) weighted on the total time the picture is showed on the screen, and the percentage of the area occupied by the AOI weighted on the total dimension of the picture. It could be predicted that AOI reporting higher VA values will be the ones having more saliency. Three antismoking Public Service Announcements (PSAs) images have been selected for the study and for each of them were identified: i) "picture" (such as a young man with a sarcastic expression depicted while smoking a cigarette, or the image of a lady who underwent a tracheotomy) and ii) "writing" (text of the antismoking message) AOIs. Main results of the analysis revealed that writing AOIs obtained statistically significant higher VA values than visual AOIs (p=0.03), but these held true only for an ineffective PSA, probably because the text was not perceived as pertinent with the surrounding image. On the other hand, an effective PSA obtained higher VA values in response to visual than writing AOIs observation (p=0.02). The VA index appears therefore to represent a useful tool to measure the saliency of visual stimuli elements.

ЛИНГВОГРАФИЧЕСКИЕ ОСОБЕННОСТИ антитабачной СОЦИАЛЬНОЙ РЕКЛАМЫ НА РУССКОМ И АНГЛИЙСКОМ ЯЗЫКЕ

ЛИНГВОГРАФИЧЕСКИЕ ОСОБЕННОСТИ антитабачной СОЦИАЛЬНОЙ РЕКЛАМЫ НА РУССКОМ И АНГЛИЙСКОМ ЯЗЫКЕ

The impact of smoking cues in antismoking messages among intermittent and light smokers

Objective: Based on the Limited Capacity Model of Motivated Mediated Message Processing, this study explored the effects of smoking cues in antismoking Public Service Announcements (PSAs) on message processing among intermittent/light smokers and nonsmokers.Method: A 2 (smoking cues: present vs. absent) × 2 (smoking status: smokers vs. nonsmokers) mixed experimental design was conducted. Self-report measures and two physiological measures including skin conductance and heart rate were examined.Results: Messages with smoking cues generated higher levels of arousal (F = 4.57, p = .04), attention (F = 2.51, p = .04), positive message evaluation (F = 28.70, p < .001) and less intent to smoke (F = 26.60, p < .001). Intermittent and light smokers had much stronger reactions to messages containing tobacco-related visuals, including arousal (F = 4.10, p = .04), perceived ad effectiveness (F = 9.24, p = .03) and intent to smoke (F = 22.98, p < .001).Implication: The antismoking arguments may have suppressed cue-induced smoking urges, which dampened negative persuasion outcomes. Limitations included the restricted generalisability and the focus on short-term effect. Future research may use a random sample of PSAs with a general population.

An Examination of Adolescent Recall of Anti-Smoking Messages: Attitudes, Message Type, and Message Perceptions

ABSTRACTDelayed message recall may be influenced by currently held accessible attitudes, the nature of the message, and message perceptions (perception of bias and message elaboration). This study examined the potential of message perceptions to mediate the influence of valenced attitude accessibility and message type on unaided recall of anti-smoking Public Service Announcements (PSAs). In a field experiment, ninth grade students (N = 244) watched three PSAs and responded to items on laptop computers. Twelve weeks later, follow-up telephone surveys were conducted to assess unaided recall. Both valenced attitude accessibility and message type were associated with message perceptions. However, only perception of message bias partially mediated the relationship between message type and unaided recall.

Teens’ Reactance to Anti-Smoking Public Service Announcements: How Norms Set the Stage

Data from a study of the effects of anti-smoking ads were analyzed. This study measured the accessibility of peer and parent norms for smoking, exposed teens to three anti-smoking ads that either emphasized personal narratives of the dangers of smoking or had a surprise ending, and measured reactance to the messages. Readiness to smoke was assessed via a phone survey 3 months later. The accessibility of pro-smoking peer norms increased readiness to engage in smoking behavior through reactance toward anti-smoking messages. The accessibility of parent norms was unrelated to reactance. Reactance was particularly strong when the ads included a surprise ending. Peer norms that oppose smoking, particularly if they can be brought to mind quickly, are an important protective factor in that they may reduce reactance to anti-smoking messages.

Targeting Smokers With Empathy Appeal Antismoking Public Service Announcements: A Field Experiment

A field experiment study (N = 189) was conducted to investigate the effectiveness of empathy appeal antismoking messages and their potential advantage over fear appeal messages. Data from 12 antismoking public service announcements showed that (a) smokers resist antismoking messages and (b) overall empathy appeal was equally effective as fear appeal messages. There was also evidence for moderators. First, empathy messages were more effective to women than to men. Second, fear appeal messages were more effective to occasional smokers than were empathy messages. Third, empathy messages were more effective to regular smokers than were fear appeal messages. Implications for audience segmentation and message targeting in public health antismoking efforts are discussed.