금연광고에서 메시지 소구방향과 페이스북/인쇄매체 노출의 차이에 따른 금연의도 비교연구: 계획된 행동이론의 적용

• Published in: 보건정보통계학회지 Vol. 45; no. 1; pp. 60 - 71
• Main Authors: 정창준, Chang-jun Jeong
• Format: Journal Article
• Language: Korean
• Published: 한국보건정보통계학회 28.02.2020
• Subjects: Media exposure; Message appeal direction; Smoking cessation intention; Theory of planned behavior; 예방의학
• ISSN: 2465-8014; 2465-8022

Objectives: Health threats from smoking are still not diminishing worldwide. As part of efforts to reduce the smoking population, advertising communications through various media is one of the major anti-smoking campaigns, such as efforts to improve the environment of other institutions. With the development of remarkable media technology, communication through Social Network Service (SNS) has become a part of our lives. The purpose of this paper is to explore effective ways of smoking cessation advertising by comparing the persuasive effects of smoking cessation messages on Facebook and existing print media that have a great influence on the communication environment. Methods: The threat appeal in advertising has been proven to have an effect on leading to the intention of quitting smoking. There are two ways of threat appeal: personal harm threat appeal and social welfare threat appeal, and facebook and print media. Check the persuasive effect of the advertising message when loaded in the medium. Four types of experimental advertisements are exposed to 241 male and female subjects to verify the persuasive effect of SNS and traditional print media. Results: The threat appeal advertisement of personal harm was more persuasive than the social welfare threat advertisement in the smoking cessation attitude. In perceived behavioral control factors, which included the concept of self-confidence, the threat of personal harm threat claims was significantly higher than that of social welfare threat appeals. Personal harm threat claims and social benefit threat claims on Facebook have a greater impact on perceived behavioral control than print media. Lastly, subjective norms including the concept of ambient pressure perceived by smokers were the most influential factors influencing smoking intentions. Conclusions: Threat appeal is still valid for smoking cessation advertisements, and in combination with SNS media, effective smoking cessation and behavior can be induced. In addition, SNS should be distinguished from traditional media, and the advantages of SNS media should be appropriately utilized.