The Korean Journal of Health Service Management (보건의료산업학회지)

Korea Society of Health Service Management (보건의료산업학회)
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The Influence of Anti-Tobacco Ads on College's Students' Perception

금연광고가 대학생들의 금연인식에 미치는 영향

  • Cho, Kyoung-Won (Department of Health Care Administration, Kosin University) ;
  • Ryu, Ji-Hye (Department of Health Care Administration, Graduate School of Kosin University) ;
  • Kim, Eun-Suk (Department of Health Care Administration, Graduate School of Kosin University) ;
  • Kim, Su-Dong (Department of Health Care Administration, Graduate School of Kosin University)
  • 조경원 (고신대학교 의료경영학과) ;
  • 류지혜 (고신대학교 대학원 보건과학과) ;
  • 김은숙 (고신대학교 대학원 보건과학과) ;
  • 김수동 (고신대학교 대학원 보건과학과)
  • Received : 2013.04.24
  • Accepted : 2013.06.20
  • Published : 2013.06.30
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Abstract

In this paper, we investigated and analyzed influence of tobacco countermarketing advertisements on university students' attitudes about smoking. For the investigation and analysis, we made up a questionnaire twice before and after watching antitobacco advertisements using the same questionnaire. We analyzed message framing, message theme category, and main effects and interaction effects between smoking experiences in attitudes on smoking before(pre-watching attitudes on smoking) and after(post-watching attitudes on smoking) watching antitobacco advertisements by the questionnaire results. In the analysis results using ANOVA test by diverse factors, we verified that efficacy of advertisement messages in positive group of pre-watching attitudes on smoking are better than in negative group. We also verified that interaction effects between message framing and message theme category about changes of post-watching attitudes on smoking are more efficient for changes of smoking attitudes when message theme is negative message rather than positive message.

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