수용자특성 및 금연광고 메시지가 지식･신념･태도에 미치는 영향
The Influence of Knowledge, Beliefs and Attitudes on Anti-Smoking Public Service Announcement Message Types and Audience Characteristics
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Objectives: In this study, the most executed social norm and advertisement about health consequences status were examined. The directionof 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 5th to Nov 16th, 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 advertisementabout social norm(51.4%) and health result(34.3%), which covers total of 85% in appeal types of anti-smoking advertisement that hasbeen practically used in Korea. As a result, the health result type showed better result on belief and attitude. Conclusions: Whenestablishing message strategy for anti-smoking advertisement, this study can help future direction for effective anti-smoking advertisementby figuring out effect of factors on smoking attitude
Abstract
Objectives: In this study, the most executed social norm and advertisement about health consequences status were examined. The directionof 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 5th to Nov 16th, 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 advertisementabout social norm(51.4%) and health result(34.3%), which covers total of 85% in appeal types of anti-smoking advertisement that hasbeen practically used in Korea. As a result, the health result type showed better result on belief and attitude. Conclusions: Whenestablishing message strategy for anti-smoking advertisement, this study can help future direction for effective anti-smoking advertisementby figuring out effect of factors on smoking attitude
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