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

수용자특성 및 금연광고 메시지가 지식․신념․태도에 미치는 영향

  • Ryu, Ji-Hye (Department of Healthcare Administration, Graduate School, Kosin University) ;
  • Cho, Kyoung-Won (Department of Healthcare Administration, Kosin University)
  • 류지혜 (고신대학교 대학원 보건과학과) ;
  • 조경원 (고신대학교 의료경영학과)
  • Received : 2014.01.23
  • Accepted : 2014.03.19
  • Published : 2014.03.31

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.

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