ARTICLE

INTERPLAY OF DIRECT ANTI SMOKING PUBLIC SERVICE ADVERTISEMENTS AND ANTI SMOKING MESSAGES PLACEMENT DISCLOSURES IN MOVIES WITH ATTITUDE TO QUIT SMOKING

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19 Pages : 332-353

http://dx.doi.org/10.31703/gssr.2018(III-III).19      10.31703/gssr.2018(III-III).19      Published : Sep 2018

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

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.

    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

    (1) Syed Hassan Raza
    Lecture, Department of Communication Studies, Bahauddin Zakariya University, Multan, Punjab, Pakistan.
    (2) Anjum Zia
    Associate Professor, Department of Mass Communication, Lahore College for Women University, Lahore, Punjab, Pakistan.
    (3) Moneeba Iftikhar
    Lecturer, Department of Mass Communication, Lahore College for Women University, Lahore, Punjab, Pakistan.
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Cite this article

APA

    APA : Raza, S. H., Zia, A., & Iftikhar, M. (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, III(III), 332-353. https://doi.org/10.31703/gssr.2018(III-III).19

CHICAGO

    CHICAGO : Raza, Syed Hassan, Anjum Zia, and 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, III (III): 332-353 doi: 10.31703/gssr.2018(III-III).19

HARVARD

    HARVARD : RAZA, S. H., ZIA, A. & IFTIKHAR, M. 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, III, 332-353.

MHRA

    MHRA : Raza, Syed Hassan, Anjum Zia, and 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, III: 332-353

MLA

    MLA : Raza, Syed Hassan, Anjum Zia, and Moneeba Iftikhar. "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, III.III (2018): 332-353 Print.

OXFORD

    OXFORD : Raza, Syed Hassan, Zia, Anjum, and Iftikhar, Moneeba (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, III (III), 332-353

TURABIAN

    TURABIAN : Raza, Syed Hassan, Anjum Zia, and Moneeba Iftikhar. "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 III, no. III (2018): 332-353. https://doi.org/10.31703/gssr.2018(III-III).19