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Emotional and Graphic Anti-smoking Advertisements and It's Effectiveness - Term Paper Example

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Emotional and Graphic Anti-smoking Advertisements and Its Effectiveness [Name] [University] Abstract The paper is aimed at providing sufficient evidence on the effectiveness of emotional and graphic anti-smoking advertisement with the help of research articles on the subject…
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Emotional and Graphic Anti-smoking Advertisements and Its Effectiveness
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Download file to see previous pages Research indicates that among the smokers 70% of individuals are inclined to give up smoking. But due to lack of proper assistance and counseling only 5% are successful in leaving the habit (Goldie, 2012). These statistics calls for a strong action regarding anti-smoking campaigns which are effective on the whole community. The best way to reduce the rate of smokers and to provoke a desire to quit smoking is the exposure to the intense emotional and graphic anti-smoking advertisement. In the recent years emotional and graphic Anti-smoking advertisements including media broadcasting have found to be highly effective in reducing the rate of smoking initiation. In this regard emotions play a very important role as people usually compelled to do things which leave deep impact on their minds or affects their emotions. This is evident by the fact that unemotional advertisements are less effective as compared to emotional ones because they arouse the intense feelings within an individual which ultimately leads him to quit smoking while on the other hand emotional advertisement is also less expensive and more impactful (Lois Biener, 2008). The basic aim of emotional and graphic anti-smoking advertisement is to change the behavior of adult smokers through communicating the worst effects of long term and continuous smoking. The most important aspect in reducing the rate of smoking through graphic representation is deciding the dose of advertisement which will be impactful on the smokers if the dose in beyond the limit then the campaign shall not show up the desired results. The selection of messages which will be more effective than others is also a significant task to do. In addition to this the overall impact of the advertisement on the community shall be closely administered because a particular message which is influencing an individual might not necessarily prove to be beneficial for the whole community. A research was conducted in New York State to assess the effectiveness of media advertisement on the number of anti-smokers within a time span of 1 year. For this purpose data concerning individuals from 2003-2010 was acquired from the New York Adult Tobacco Surveys and with respect to it the impact of anti-smoking advertisements including emotional and graphic presentations were examined in order to analyze the impact of these advertisement to stop smoking. The individual experience of smokers while they were exposed to these advertisements was measured by the self-reported complete record and the gross rating points of market-level. The overall research involved 8980 smokers who were grouped on the basis of their desire to quit smoking, income and the educational level (Farrelly MC, 2012). Results indicated that the attempts to quit smoking and the exposure to emotional/graphic anti-smoking advertisements were directly related to one another among the group of smokers who were from varying background, financial statuses and maintain different levels of desire to quit smoking. However, the advertisement which was free from emotional or graphic presentation did not reflect any impact on reducing the smoking desire. Hence it was concluded that on a community level the strong emotional ...Download file to see next pages Read More
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