Interplay of Direct Anti Smoking Public Service Advertisements and Anti-Smoking Messages Placement Disclosures in Movies with Attitude to Quit Smoking

Syed Hassan Raza, Anjum Zia and Moneeba Iftikhar
Additional contact information
Syed Hassan Raza: Lecture, Department of Communication Studies, Bahauddin Zakariya University, Multan, Punjab, Pakistan.
Anjum Zia: Associate Professor, Department of Mass Communication, Lahore College for Women University, Lahore, Punjab, Pakistan.
Moneeba Iftikhar: Lecturer, Department of Mass Communication, Lahore College for Women University, Lahore, Punjab, Pakistan.

Global Social Sciences Review, 2018, vol. 3, issue 3, 332-353

Abstract: Recently, the Ministry of Health Pakistan decreed that disclosures of anti- smoking messages placement in the movies should be used whereby fear based cognitive anti-smoking message is shown. Consistent with the Elaboration Likelihood Model (ELM) assumption that persuasion messages likely influence the attitude of the relatively unmotivated individuals. This study is the first which tests and compare the ability of anti-smoking persuasion messages presented in the Direct Anti-smoking public service Advertisements (DAA) and Anti-smoking messages Placement Disclosures in movies (APD) in determining viewer’s Attitude to Quit Smoking (AQS). Hence, this attempt overcomes deficient understanding about the effects of disclosing anti-smoking advertisement placement. In a between-subject experiment (N = 120), we measure the smokers’ attitudes in the result of the direct anti-smoking advertisements along with the APDs in movies. Results of the experiment show that attitude to quit smoking becomes stronger when a direct anti-smoking advertisement and anti-smoking disclosure is shown. However, analyses based on Partial Least Squares Path Modeling (PLS-PM) on Advanced Analysis for Composites (ADANCO) 2.0.1 (a new software for variance-based SEM) attitude to quit smoking is significantly higher when the anti-smoking message disclosure is shown during the movie scenes. These results have significant implications for persuasion theories and public policy about anti-smoking campaigns.

Keywords: Elaboration likelihood model (ELM); Direct Anti-smoking public service Advertisements (DAA); Anti-smoking messages placement disclosures in movies (APD); Attitude to quit smoking (AQS); Partial least (search for similar items in EconPapers)
Date: 2018
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

Downloads: (external link)
http://gssrjournal.com/jadmin/Auther/31rvIolA2LALJouq9hkR/agwV7RKqEY.pdf (application/pdf)
http://www.gssrjournal.com/issue/Interplay-of-Dire ... tude-to-Quit-Smoking (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:gss:journl:v:3:y:2018:i:3:p:332-353

DOI: 10.31703/gssr.2018(III-III).19

Access Statistics for this article

More articles in Global Social Sciences Review from Humanity Only
Bibliographic data for series maintained by M Imran Khan ( this e-mail address is bad, please contact ).