COMMUNICATIVE EFFECTS OF HEALTH VISUAL MESSAGES ON CIGARETTES PACKAGING TOWARDS SMOKERS
Abstract
This study on communicative effects of health visual messages on cigarettes packaging towards smokers is aimed at identifying the functions of visual communication of health message towards smokers on the danger of smoking. The new and aggressive strategy of displaying chronic diseases images on cigarettes packaging is chosen as the fundamental of this study as the researcher’s intent to discover the effectiveness of the messages through visual communication in the form of health message. A qualitative approach with focused group interviews consisted of 10 informants from different demographic factors were done. Finding analysis is matched with the paradigm framework of active message processing written by Pfau and Parrot (1993) in the book entitled Persuasive Communication Campaigns which stated the stages of message processing by public and it is a useful model in research on the effectiveness of health messages. This study found that the messages have affected the informants’ emotions in terms of creating fear but it does not work on giving permanent awareness thus they choose to reject the messages delivered on cigarettes packaging. As a conclusion, the displaying of visual messages has given a short-term effect but eventually it becomes a norm and not getting bothered by the message receivers. However, there are also consequences of directly displaying the visual messages to the receivers since it is an act of informing that affects emotions.
References
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Austin, S. B., & Gortmaker, S. L., Dieting and smoking initiation in early adolescent girls and boys: A prospective study. American Journal of Public Health, 91(3), 446 – 449, 2001.
Bandura A., Self-efficacy: Toward a unifying theory of behavioral change. Psychological Review 84:191-215, 1977.
Baxter, L.A. & Babbie, E., The basic of communication research. Boston: Wadsworth Publishing Co, 2003.
Boeree, C. G., Qualitative methods, 2005. Retrieved on January 24th, 2010, from http://webspace.ship.edu/cgboer/genpsyqualmeth.html.
Borland R, Hill D., Initial impact of the new Australian tobacco health warnings on knowledge and beliefs. Tob Control 1997; 6: 317-325, 1997.
Chandra, A., Four million Malaysians addicted to smoking, 21st July 2010, The Star Online.
Cigarette.com, History of cigarette smoking and lung cancer, 1990. Retrieved on January 26th, 2 010, from http://www.smokinglungs.com/cighist.htm.
Eckert, P., Beyond the statistics of adolescent smoking. Retrieved on January 21st, 2010, from http://www.ncbi.nlm.nih.gov/pmc/articles/PMC1650780, 1983.
Edwards, J. A., & Warburton, D. M., Smoking, nicotine and electrocortical activity. Pharmucology and Therapeutics, 19, 147-164, 1983.
Edwards, J. A., Wesnes, K., Warburton, D. M., & Gale, A., Evidence of more rapid stimulus evaluation following cigarette smoking. Addictive Behaviors, 10, 113-126, 1985.
Elliott & Shanahan, Developmental research for new Australian health warnings on tobacco products stage 2. Prepared for: The Australian Population Health Division Department of Health and Ageing. Commonwealth of Australia, August 2003.
Gregory, R. J., Reflections of the drug scene. Drugs: Education, Prevention and Policy, 10(1), 1-5, 2003.
Hafizah Iszahanid, Risiko mati awal, 2009. Retrieved on January 21st, 2010, from http://www.bharian.com.my/Current_News/BH/Sunday/Sihat/20091108100254/Article/
Haizal Haron Kamar, Why smokers just can’t stop tobacco. Malay Mail,1st June 2009.
Hammond, D., Health warnings on tobacco packages: summary of evidence And legal challenges. University of Waterloo, 2008.
Hammond D, Fong GT, Borland R, Cummings KM, McNeill A, Driezen P., Text and graphic warnings on cigarette packages: Findings from the ITC four country survey. Am J Prev Med; 32 (3): 202–209, 2007.
Hammond D, Fong GT, Borland R, McNeill A, Cummings KM, Hastings G., Effectiveness of cigarette warning labels in informing smokers about the risks of smoking: findings from the International Tobacco Control (ITC) Four Country Survey. Tobacco Control;15(Suppl III): iii19–iii 25, 2006.
Hammond D, Fong GT, McDonald P, Brown, KS, Cameron R., Graphic Canadian warning labels and adverse outcomes: evidence from Canadian smokers. Public Health; 94 (8): 1442-45, 2004.
Haug MR, Lavin B., Physician and patient; Power (Social sciences); Consumers; Consumer participation; Consumer advocacy. Sage Publication, 1983.
Hecker, S. Stewart's, D.W., Nonverbal Communication in Advertising. 2nd Edition, 1988.
Irfan Mohammad, Wartakan segera fatwa haram merokok. Utusan Malaysia, 3 Nov 2009. pp. 11.
Janz, Becker, Rosenstock. 1974. Effective health risk messages, A step by step guide. Sage Publications, 1984.
Kementerian Kesihatan Malaysia, Bahagian Pendidikan Kesihatan. www.infosihat.gov, 2005.
Krejcie, R.V. & Morgan, D.W., Educational and psychological measurement. Danville, IL: Interstate Printers and Publisher, 1970.
Krugman, D. M., Do adolescents attend to warnings in cigarette advertising? 1994. Retrieved on January 21st 2010, from http://proquest.umi.com/pqdweb
Langer, S. K., Philosophy in a New Key. Cambridge: Harvard University Press, 1960.
Leigh, J. P., Smoking, self-selection and Absenteeism. Retrieved on February 14th, 2010, from http://papers.ssrn.com/so13/papers.cfm?abstract_id=7098, 1986.
Lester, P. M., Syntactic theory of visual communication, 2006. Retrieved on January 24th 2010 from http://commfaculty.fullerton.edu/lester/writings/
Lester, P. M., Visual communication; Images with messages (2nd ed). Wadsworth, 2000.
Modul Berhenti Merokok. Panduan berhenti merokok. Bahagian Pendidikan Kesihatan, Kementerian Kesihatan Malaysia, 2001.
Norliza, A.R., Harga minimum sekotak RM6.40. Utusan Malaysia, 29 Dis 2009. m.s.8.
Parker JR, Hammond D, Sirirassamee B, Omar M, Fong GT, Borland R., Exposure to antismoking information among Thai and Malaysian Youth: findings from the ITC south-east Asia survey. 1997. Presented at: Society for Research on Nicotine and Tobacco, Portland, OR, February 2008.
Pfau, M. Parrot, R., Persuasive communication campaigns. Augustana College, University of Georgia, 1993.
Raute, L.J. Pednekar, M.S. Gupta, P.C, Pictorial health warnings on cigarette packs: A population based study findings from India. Healis Sekhsaria Institute for Public Health, 2000.
Reinard, J. C., Introduction to Communication Research (3rd ed). McGraw Hill, 2001.
Rosalinda Md Said, Harga rokok mungkin RM50. Retrieved on January 21st, 2010, from http://www.utusan.com.my/utusan/info, 2010.
Rosenstock, I. M., The health belief model and preventive health behavior. Health Education Monograph., 2, 354-386, 1974.
[39] Ruiter, R.A.C., & Kok, G., Saying is not (always) doing: Cigarette warning labels are useless. European Journal of Public Health, 15, 329, 2005.
Rusted, J. M., & Warburton, D. M., Facilitation of memory by post-trial administration of nicotine: Evidence for an attentional explanation. Psychopharmacology, 108, 452-455, 1992.
Salmon, C. T., Bridging theory "of" and theory "for" communication campaigns: an essay on ideology and public policy. Communication Yearbook 15. Newbury Park, Calif., Sage: 346-357, 1991.
Salmon, Charles T., Information campaigns: balancing social values and social change in: sage annual reviews of communication research, Volume 18. Newbury Park: Sage Publications, 1989.
Skinner WF, Krohn MD., Age, and gender differences in a social process model of adolescent cigarette use. Sociological Inquiry. ;62(1):56, 1990.
Sufean Russin Mariani Md Nor, Dasar warga sihat: isu psikologi faktor remaja sekolah merokok. Jurnal Pendidikan. Universiti Malaya, 2004.
Warburton, D. M., Rusted, J. M., & Muller, C, Patterns of facilitation of memory by nicotine. Behavioural Pharmacology, 3, 375-378, 1992.
Warburton, D. M., & Wesnes, K., Individual differences in smoking and attentional performance. In R. E. Thornton (Eds.), Smoking behaviour: Physiological and psychological influences (pp. 19-43). London: Churchill-Livingston, 1978.
Wendt, J. K., The languagues of pictures: An epidemiological review. Journal of Substance Abuse, 3, 187-204, 1995.
Werthiemer, M, Visual communication; images with messages (2nd ed). Wadsworth, 2000.
Witte, K, Meyer G, Martell D., Effective health risk messages: a step-by-step guide. Sage Publications, 2001.
World Health Organization., Programmes and projects, tobacco free initiative (tfi), who report on the global tobacco epidemic, the power package. http://www.who.int/tobacco/mpower/tobacco_facts/en/index.html, 2008.
Published
2021-09-16
How to Cite
MOHAMAD KAMAL, Rusydi et al.
COMMUNICATIVE EFFECTS OF HEALTH VISUAL MESSAGES ON CIGARETTES PACKAGING TOWARDS SMOKERS.
E-JOURNAL OF MEDIA AND SOCIETY (E-JOMS), [S.l.], v. 1, n. 1, p. 14-23, sep. 2021.
ISSN 2682-9193.
Available at: <https://myjms.mohe.gov.my/index.php/ejoms/article/view/15458>. Date accessed: 14 sep. 2024.
Section
Articles
