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http://dx.doi.org/10.14400/JDC.2018.16.10.281

Effect of New Cigarette Advertising Method on the Recognition of Warning Pictures  

Kim, Saehoon (Dept. of Culture and Art, Dankook University)
Lee, Hwansoo (Dept. of Convergence Security, Dankook University)
Publication Information
Journal of Digital Convergence / v.16, no.10, 2018 , pp. 281-288 More about this Journal
Abstract
Cigarette warning pictures are one of the most effective smoking cessation policies, and this is an effective way to promote smoking cessation by conveying the risk of smoking through pictures. However, the recent advertisement of new cigarettes in retail stores has potentially increased tobacco purchase intention by weakening the effect of the warning picture. Therefore, this study examined the problems of the new cigarette advertisement method by analyzing the effect of this method on cigarette warning pictures. For this purpose, 275 men and women were surveyed nationwide, and this study compared the cognitive and emotional effects, and purchase intentions of the new cigarette advertisements with existing advertisement methods through MANCOVA. The results show that the new cigarette advertising method affects the emotions, cognitions, and purchase intentions related to the cigarette warning pictures and have adverse effects on the original purpose of the cigarette warning pictures. This implies that regulatory standards and institutional arrangements are necessary for effective new cigarette advertising.
Keywords
Cigarette Advertising; Warning Picture on Cigarette Packages; Point of Purchase(POP); Cognitive Effect; Emotional Effect; Purchase Intention;
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Times Cited By KSCI : 8  (Citation Analysis)
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