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http://dx.doi.org/10.14367/kjhep.2014.31.1.1

The Influence of Knowledge, Beliefs and Attitudes on Anti-Smoking Public Service Announcement Message Types and Audience Characteristics  

Ryu, Ji-Hye (Department of Healthcare Administration, Graduate School, Kosin University)
Cho, Kyoung-Won (Department of Healthcare Administration, Kosin University)
Publication Information
Korean Journal of Health Education and Promotion / v.31, no.1, 2014 , pp. 1-11 More about this Journal
Abstract
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 $5^{th}$ to Nov $16^{th}$, 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.
Keywords
Public anti-smoking advertisement; Message appeal types; Audience characteristics; Smoking knowledge.belief.attit;
Citations & Related Records
Times Cited By KSCI : 2  (Citation Analysis)
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