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PHRP : Osong Public Health and Research Perspectives

OPEN ACCESS. pISSN: 2210-9099. eISSN: 2233-6052
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"Ji-hye Ryu"

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"Ji-hye Ryu"

Original Article
Effects of Anti-Smoking Public Service Announcements on the Attitudes of Korean College Students toward Smoking
Kyoung Won Cho, Jakyoung Lee, Ji-hye Ryu, Soo Jeong Kim
Osong Public Health Res Perspect 2017;8(6):397-404.
Published online December 31, 2017
DOI: https://doi.org/10.24171/j.phrp.2017.8.6.07
<sec><b>Objectives</b><p>This study aimed to identify the effects of anti-smoking public service announcements on the attitudes of Korean college students toward smoking.</p></sec><sec><b>Methods</b><p>This study involved students via convenience sampling from seven universities who were randomly assigned to four groups. All groups completed a preliminary questionnaire, before being shown a public service announcement twice, and then completed a post viewing questionnaire.</p></sec><sec><b>Results</b><p>For announcements with positive messages, the proportion of changes in beliefs and attitudes were 39.1% and 19.8%, respectively, whereas those with negative messages showed a greater proportion of changes in the beliefs (59.7%) and attitudes (40.3%). After adjusting for sex and change in belief, the message types and smoking status were identified as factors affecting the change in the participants attitudes. A negative message resulted in a greater change in attitudes (odds ratio [OR], 3.047; 95% confidence interval [CI], 1.847–5.053). Ever-smokers including current smokers showed a greater positive change in attitude than never-smokers (OR, 6.965; 95% CI, 4.107–11.812).</p></sec><sec><b>Conclusion</b><p>This study found that positive anti-smoking public service announcements were more effective on attitude change than negative messages. Additionally these announcements were more effective among viewers who were current smokers or had a prior smoking experience.</p></sec>

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