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http://dx.doi.org/10.17703/JCCT.2019.5.1.99

Exploring the Response to the Anti-Smoking Advertisements: Ad Liking, Empathy, and Psychological Resistance  

Soh, Hyeonjin (Dept. of Media Communication, Sungshin Univ)
Publication Information
The Journal of the Convergence on Culture Technology / v.5, no.1, 2019 , pp. 99-105 More about this Journal
Abstract
This study analyzed the reactions of ad liking, empathy and psychological resistance to antismoking public advertisements through in-depth interviews of 30 adult males. According to the study, non-smokers responded favorably to the advertisement, while smokers were unhappy. In addition, smokers in their 40s and 50s showed a higher level of empathy for ads than those in their 20s and 30s. Smokers have tried various forms of psychological resistance to non-smoking messages, especially denigrating information sources. Based on the results of this research, a measure was proposed to enhance the effectiveness of the non-smoking advertisements.
Keywords
Anti-Smoking Advertisement; In-depth Interview; Ad Liking; Empathy; Psychological Resistance;
Citations & Related Records
Times Cited By KSCI : 2  (Citation Analysis)
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