The Influence of Anti-Tobacco Ads on College's Students' Perception

Abstract

<Abstract>In this paper, we investigated and analyzed influence of tobacco countermarketing advertisements on university students' attitudes about smoking. For the investigation and analysis, we made up a questionnaire twice before and after watching antitobacco advertisements using the same questionnaire.We analyzed message framing, message theme category, and main effects and interaction effects between smoking experiences in attitudes on smoking before(pre-watching attitudes on smoking) and after(post-watching attitudes on smoking) watching antitobacco advertisements by the questionnaire results. In the analysis results using ANOVA test by diverse factors, we verified that efficacy of advertisement messages in positive group of pre-watching attitudes on smoking are better than in negative group. We also verified that interaction effects between message framing and message theme category about changes of post-watching attitudes on smoking are more efficient for changes of smoking attitudes when message theme is negative message rather than positive message.