The Journal of Health Technology Assessment (보건의료기술평가)

Korean Association of Health Technology Assessment (한국보건의료기술평가학회)
권호 표지

The Effectiveness of Anti-Smoking Advertisement on Smoking Cessation Intention in Citizens of Ulsan Metropolitan City

울산광역시 시민에서 금연 광고가 금연 의향 및 유지에 미치는 영향

  • Ock, Jongwoo (Department of Family Medicine, Pusan National University Yangsan Hospital, Pusan National University School of Medicine) ;
  • Pyo, Jeehee (Department of Preventive Medicine, Ulsan University Hospital, University of Ulsan College of Medicine) ;
  • Ock, Minsu (Department of Preventive Medicine, Ulsan University Hospital, University of Ulsan College of Medicine) ;
  • Kim, Seo-jun (Department of Family Medicine, Pusan National University Yangsan Hospital, Pusan National University School of Medicine) ;
  • Yoo, Cheolin (Department of Occupational and Environmental Medicine, Ulsan University Hospital, University of Ulsan College of Medicine)
  • 옥종우 (부산대학교 의학전문대학원 양산부산대학교병원 가정의학과) ;
  • 표지희 (울산대학교 의과대학 울산대학교병원 예방의학과) ;
  • 옥민수 (울산대학교 의과대학 울산대학교병원 예방의학과) ;
  • 김서준 (부산대학교 의학전문대학원 양산부산대학교병원 가정의학과) ;
  • 유철인 (울산대학교 의과대학 울산대학교병원 직업환경의학과)
  • Received : 2018.07.19
  • Accepted : 20181131
  • Published : 2018.12.31

⟨ Previous Next ⟩

Abstract

Objectives: In this study, we evaluated the effectiveness of the typical anti-smoking advertisement on smoking cessation intention in citizens of Ulsan Metropolitan City. Methods: A total of 700 citizens (600 adults and 100 high school student) participated in face-to-face interviews survey using paper questionnaire. Three anti-smoking advertisements were used in this study; chronic obstructive pulmonary disease (COPD) patient video advertisement, tobacco hazard information advertisement, and COPD patient voice advertisement. Each participant randomly evaluated only one of the three non-smoking anti-smoking advertisements. Participants were asked whether they had seen or heard anti-smoking advertisements before and asked whether they understood the advertisement well. They also assessed the effectiveness of non-smokers to maintain smoking cessation and how effective it would be to help smokers quit. Results: Among the three anti-smoking advertisements, 54.8% of participants said that they watched COPD patient video advertisement before. More than 95% of participants said they can understood anti-smoking advertisements. Among the three anti-smoking advertisements, tobacco hazard information advertisement was evaluated to be most effective to maintain non-smokers' smoking cessation (234, 92.5%). Tobacco hazard information advertisement was also evaluated to be most effective to make smokers quit smoking (216, 84.7%). Conclusion: Anti-smoking advertisements have a positive effect on non-smoker's willingness to keep smoking and smokers' willingness to quit smoking. In future studies, it would be meaningful to look at the long-term effects of smoking cessation or to evaluate the effectiveness of the more various anti-smoking advertisements.

Keywords

References

  1. Eriksen M, Mackey J, Ross H. The tobacco atlas. 4th ed. Atlanta: American Cancer Society and World Lung Foundation;2012.
  2. cdc.gov [Homepage on the Internet]. Atlanta: Centers for Disease Control and Prevention [updated Jul 10, 2018; cited 2018 Jul 14]. Available from: http://www.cdc.gov/tobacco/data_statistics/fact_sheets/fast_facts/.
  3. Ministry of Health & Welfare. Reporting on the implementation of the WHO framework convention on tobacco control (FCTC). Geneva: Switzerland;2012. pp.38.
  4. Ministry of Health & Welfare. Republic of Korea 2018 report (framework convention on tobacco control, FCTC). Sejong: Ministry of Health & Welfare;2018.
  5. 최성은, 지선하, 김빛마로. 담배과세 인상의 흡연율 및 경제적 영향분석. 세종: 한국조세재정연구원;2017.
  6. Kim HS, Bae HK, Suh YS, Kim DH, Shon KS, Bae IH. An evaluation on the health warning messages and graphic on cigarette packages in smoking students. Korean Journal of Family Medicine 2004;25:469-474.
  7. Cho KS, Shin YJ. A survey on the effect of cigarette warning labels. Korean Journal of Family Medicine 2006;27:128-135.
  8. Park JW, Kwon K, Kim D, Chun S. Emotional and cognitive responses to graphic pictorial health warnings on tobacco packaging: a comparison of smokers and nonsmokers. Korean Journal of Advertising 2016;27:7-30.
  9. Um NH. Comparison between college male/female smokers and nonsmokers: centering around domestic and global pictorial warning on cigarette packs. Journal of Practical Research in Advertising and Public Relations 2017;10:196-216. https://doi.org/10.21331/jprapr.2017.10.3.008
  10. Pyo J, Ock M, Lee JW, Han YJ, Jo MW, Lee JA. Experience of smoking cessation treatment program in Korea: results from a qualitative study. Health Policy Manag 2017;27:284-295.
  11. Guillaumier A, Bonevski B, Paul C, d’Este C, Durkin S, Doran C. Which type of antismoking advertisement is perceived as more effective? An experimental study with a sample of Australian socially disadvantaged welfare recipients. Am J Health Promot 2017;31:209-216. https://doi.org/10.4278/ajhp.141125-QUAN-593
  12. Halkjelsvik T, Rise J. Disgust in fear appeal anti-smoking advertisements: the effects on attitudes and abstinence motivation. Drugs (Abingdon Engl) 2015;22:362-369.
  13. Huang LL, Friedman DB, Lin FC, Thrasher JF. Which types of antismoking television advertisements work better in Taiwan? Health Promot Int 2018;33:545-555.
  14. Hanewinkel R, Isensee B, Sargent JD, Morgenstern M. Effect of an antismoking advertisement on cinema patrons’ perception of smoking and intention to smoke: a quasi-experimental study. Addiction 2010;105:1269-1277. https://doi.org/10.1111/j.1360-0443.2010.02973.x
  15. Durkin S, Bayly M, Cotter T, Mullin S, Wakefield M. Potential effectiveness of anti-smoking advertisement types in ten low and middle income countries: do demographics, smoking characteristics and cultural differences matter? Soc Sci Med 2013;98:204-213. https://doi.org/10.1016/j.socscimed.2013.09.022
  16. Kim JY, Park HR. The communication effects of no-smoking message intensity and direction. Korean Journal of Advertising 2002;13:29-44.
  17. Cho HO. Analysis of the effectiveness of anti-smoking message types: the mediating role of message framing and message appeals. Korean Journal of Advertising 2000;11:133-157.
  18. Lee MC, Na JH, Kim JH. A study on the effects of anti-smoking advertising according to a smoking status and message framing. Korean Journal of Advertising and Public Relations 2006;8:210-236.
  19. Jeong S, Kim DJ, Jeong JE, Cheon EJ, Park MH. The inhibitory effect of Korean antismoking advertisement on smoking urge. J Korean Neuropsychiatr Assoc 2016;55:264-270. https://doi.org/10.4306/jknpa.2016.55.3.264