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

Author

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  • 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.)

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.

Suggested Citation

  • Syed Hassan Raza & Anjum Zia & Moneeba Iftikhar, 2018. "Interplay of Direct Anti Smoking Public Service Advertisements and Anti-Smoking Messages Placement Disclosures in Movies with Attitude to Quit Smoking," Global Social Sciences Review, Humanity Only, vol. 3(3), pages 332-353, September.
    • Handle: RePEc:gss:journl:v:3:y:2018:i:3:p:332-353
    DOI: 10.31703/gssr.2018(III-III).19
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    References listed on IDEAS

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    1. Jörg Henseler & Marko Sarstedt, 2013. "Goodness-of-fit indices for partial least squares path modeling," Computational Statistics, Springer, vol. 28(2), pages 565-580, April.
    2. Chong Ju Choi & Carla C. J. M. Millar & Caroline Y. L. Wong, 2005. "Knowledge and Measurement," Palgrave Macmillan Books, in: Knowledge Entanglements, chapter 0, pages 77-96, Palgrave Macmillan.
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    Cited by:

    1. P. V. Asharani & Jue Hua Lau & Vanessa Ai Ling Seet & Fiona Devi & Peizhi Wang & Kumarasan Roystonn & Ying Ying Lee & Laxman Cetty & Wen Lin Teh & Swapna Verma & Yee Ming Mok & Siow Ann Chong & Mythil, 2021. "Smoking-Related Health Beliefs in a Sample of Psychiatric Patients: Factors Associated with the Health Beliefs and Validation of the Health Belief Questionnaire," IJERPH, MDPI, vol. 18(4), pages 1-15, February.

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    More about this item

    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;
    All these keywords.

    JEL classification:

    • R00 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - General - - - General
    • Z0 - Other Special Topics - - General

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