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

신제품 담배 광고 방식이 경고그림 인식에 미치는 영향

  • Kim, Saehoon (Dept. of Culture and Art, Dankook University) ;
  • Lee, Hwansoo (Dept. of Convergence Security, Dankook University)
  • 김세훈 (단국대학교 문화예술학과) ;
  • 이환수 (단국대학교 융합보안학과)
  • Received : 2018.07.20
  • Accepted : 2018.10.20
  • Published : 2018.10.28

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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