• The Journal of the Convergence on Culture Technology
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• v.4 no.4
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• pp.89-94
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• 2018

The study analyzed the characteristics of anti-smoking advertisements in Korea and examined if these characteristics were appropriate in terms of their effects. 68 TV anti-smoking ads were content-analyzed, focusing on ad appeal, message frame, message orientation, communication goal, and ad type. According to research, TV anti-smoking ads in Korea used messages that had the following characteristics: First, physical type messages that emphasize the effects of smoking on health, second negative frame messages that show negative consequences of smoking, third self-oriented messages that emphasize the consequences of smoking on oneself, fourth messages that intend to change attitude toward the smoking, and fifth storytelling techniques. Based on the results of previous ansi-smoking ad effect research, practical implications were discussed to enhance the effectiveness of the nation's anti-smoking advertisements.

• The Journal of the Convergence on Culture Technology
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• v.5 no.1
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• pp.99-105
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• 2019

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.

• Journal of Convergence for Information Technology
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• v.9 no.10
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• pp.187-194
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• 2019

This study is a descriptive study for analyzing cigarette warning picture and message effect according to smoking status (smoking, non-smoking, ex-smoking). A total of 219 subjects participated in the study. Data collection was conducted from June 4, 2017 to June 14, 2017. The survey was conducted by using the 10 cigarette warning pictures(heart disease, stroke, lung cancer, laryngeal cancer, oral cancer) and cigarette warning messages selected by the Ministry of Health and Welfare in 2016. The results of the study showed that there was a statistically significant difference in smoking cessation intention between smoking, non-smoker and ex-smoker groups after exposure of smoking warning picture and cigarette warning message(F=36.08, p<.001). Therefore, it is suggested that the contents of cigarette warning picture and warning messages including T.V Anti-Smoking Public Service Announcement need to be replaced regularly in order to improve the smoking cessation of smokers according to National Health Promotion Act.

• The Journal of the Korea Contents Association
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• v.19 no.2
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• pp.379-392
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• 2019

Public service advertising is a form of communication activity performed to increase public interest. In order to improve the effectiveness of public service advertising, it is necessary to formulate advertising strategies that can actually induce positive action changes. China has various social problems because of dramatic social changes, which call for implementing public service advertising. This study aims to improve the persuasive effects of Chinese public service advertising by addressing effective communication strategies. In particular, we selected 33 works that use fear appeals from 2016 HuangHe Award-winning posters and analyzed their visual representation of fear appeals. The results suggest that fear appeals are frequently used in safe driving and anti-smoking campaigns. In addition, main colors of these posters were black and white. The main fearful images were often represented in a form of 'fact' and 'factual conception' and in the type of 'picture.' They also have features of implicit association' and 'exaggeration'. This study has a significance in terms of providing theoretical and empirical information to future research on improvement of public service advertising in China.

• The Journal of the Korea Contents Association
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• v.21 no.6
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• pp.128-137
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• 2021

The purpose of this study is to examine the effect of sympathetic reactions to public service advertisement video messages produced for health campaigns. To this end, based on the empathy response scale proposed by Campbell & Babrow (2004), the empathy response to the images of nine health campaigns with themes of smoking cessation, tuberculosis, and suicide triggered fear of health risks and health behaviors (information seeking, preventive actions). As a result of the analysis, among the factors of empathy reaction, the reality of the message creative, the match of emotions, and the identification of the characters in the video each played a role in raising fear, and it is rather fear that logically understanding the situation that causes health problems through the health campaign video It was found that it played a role in reducing health information seeking behavior. On the other hand, it was found that the higher the degree of interest, such as sympathy for the characters in the video, among the factors of the sympathetic response to the health campaign, the higher the intention of preventive action to reduce the health risk.

• Korean Journal of Health Education and Promotion
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• v.17 no.2
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• pp.151-163
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• 2000

Adopting the theory of enter-educate, this study was conducted to prevent the smoking by middle school students who had not started smoking yet. A famous pop music singer with high popularity among teenagers was cast on the public sponsored advertisement (PSA) on smoking prevention. This PSA was televised through major TV stations for two months. The effectiveness of this project was evaluated seven times. The effectiveness of the PSA, the role of the cast singer, the rate of seeing the PSA, and the impression about the PSA were evaluated. The viewer survey since the second period of the PSA revealed that most of the middle school students (79~94 percent) watched it. Among TV stations, MBC recorded the highest viewer rate as 69.6~72.0 percent of the middle school students watched the PSA at least once from this station. Also, the viewer rates of such cable TV stations as Mnet and OCN were quite high for their advertisement prices. The overall impression about the PSA was favorable. The contribution of the singer to this positive outcome was 60 percent and over. The effect of smoking prevention was also high as 93.7 percent of the middle school students replied that they would not start smoking. However, since this study dealt with the general public, it was not possible to control the effect of other factors systematically. Also, we could not measure the differences bewteen the pre-PSA and the post-PSA periods, so that the interpretation of the results has some limitation.