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KMID : 0858820140310010001
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Journal of Korean Society for Health Education and Promotion
2014 Volume.31 No. 1 p.1 ~ p.11
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The Influence of Knowledge, Beliefs and Attitudes on Anti-Smoking Public Service Announcement Message Types and Audience Characteristics
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Ryu Ji-Hye
Cho Kyoung-Won
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Abstract
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Objectives: In this study, the most executed social norm and advertisement about health consequences status were examined. The direction of effective anti-smoking advertisement is suggested in this study by figuring out the primary factors which affect smoking attitudes.
Methods: The survey period of this study was from Nov 5th to Nov 16th, 2012. 423 complete questionnaires were used for final analysis. The collected data were analyzed by SPSS Ver. 14.0, and reliability analysis, factor analysis, frequency analysis, F/t qualification, t-test, and multiple regression analysis, were performed.
Results: This study is worth as a diagnosis of current status by using advertisement about social norm(51.4%) and health result(34.3%), which covers total of 85% in appeal types of anti-smoking advertisement that has been practically used in Korea. As a result, the health result type showed better result on belief and attitude.
Conclusions: When establishing message strategy for anti-smoking advertisement, this study can help future direction for effective anti-smoking advertisement by figuring out effect of factors on smoking attitude.
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KEYWORD
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Public anti-smoking advertisement, Message appeal types, Audience characteristics, Smoking knowledge.belief.attit
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