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Osong Public Health Res Perspect. 2017 Dec;8(6):397-404. doi: 10.24171/j.phrp.2017.8.6.07. Epub 2017 Dec 31.

Effects of Anti-Smoking Public Service Announcements on the Attitudes of Korean College Students toward Smoking.

Author information

1
Department of Healthcare Administration, Kosin University, Busan, Korea.
2
Graduate School of Public Health, Yonsei University, Seoul, Korea.
3
Graduate School, Kosin University, Busan, Korea.
4
Department of Health Administration, Division of Health Sciences, Dongseo University, Busan, Korea.

Abstract

Objectives:

This study aimed to identify the effects of anti-smoking public service announcements on the attitudes of Korean college students toward smoking.

Methods:

This study involved students via convenience sampling from seven universities who were randomly assigned to four groups. All groups completed a preliminary questionnaire, before being shown a public service announcement twice, and then completed a post viewing questionnaire.

Results:

For announcements with positive messages, the proportion of changes in beliefs and attitudes were 39.1% and 19.8%, respectively, whereas those with negative messages showed a greater proportion of changes in the beliefs (59.7%) and attitudes (40.3%). After adjusting for sex and change in belief, the message types and smoking status were identified as factors affecting the change in the participants attitudes. A negative message resulted in a greater change in attitudes (odds ratio [OR], 3.047; 95% confidence interval [CI], 1.847-5.053). Ever-smokers including current smokers showed a greater positive change in attitude than never-smokers (OR, 6.965; 95% CI, 4.107-11.812).

Conclusion:

This study found that positive anti-smoking public service announcements were more effective on attitude change than negative messages. Additionally these announcements were more effective among viewers who were current smokers or had a prior smoking experience.

KEYWORDS:

advertisement; attitude; knowledge; message; smoking prevention

Conflict of interest statement

CONFLICTS OF INTEREST No potential conflict of interest relevant to this article was reported.

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