Title page for ETD etd-04052007-111238


Document Type Master's Dissertation
Author De Bruin, Lauren Michele
Email laurendb@markinor.co.za
URN etd-04052007-111238
Document Title Cigarette smokers' perceptions of fear-appeal advertising
Degree MA (Research Psychology)
Department Psychology
Supervisor
Advisor Name Title
Dr N Cassimjee Committee Chair
Keywords
  • perceptions of cigarette smokers
  • fear-appeal advertising
  • qualitative research
  • South African target market
  • anti-smoking advertising
Date 2006-09-05
Availability unrestricted
Abstract

The question of whether or not advertising is effective has been a topic of research for decades. More specifically, this research asks the question of advertising effectiveness regarding anti-smoking advertising by the use of a method of advertising known as ‘fear-appeal advertising’. Due to the nature of this study, attention and focus are placed on the affective and emotional aspects of this type of advertising and aims to understand the perceptions that smokers have of anti-smoking advertisements.

The respondents recruited for this study all classified themselves as smokers, and were selected to form a representative sample of the South African population, ranging between the ages of 24-49 years. The perceptions of these smokers are discussed against the backdrop of literature, in an attempt to highlight the effectiveness of these advertising campaigns and ultimately suggest a way forward.

The value of this exploratory study lies in its potential for generating further questions about emotions, the complexity of human health-risk behaviour and the impact that exposure to health warnings will ultimately have on future actions.

Files
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  00front.pdf 213.55 Kb 00:00:59 00:00:30 00:00:26 00:00:13 00:00:01
  01chapter1.pdf 149.49 Kb 00:00:41 00:00:21 00:00:18 00:00:09 < 00:00:01
  02chapter2.pdf 171.30 Kb 00:00:47 00:00:24 00:00:21 00:00:10 < 00:00:01
  03chapter3.pdf 169.66 Kb 00:00:47 00:00:24 00:00:21 00:00:10 < 00:00:01
  04chapter4.pdf 236.08 Kb 00:01:05 00:00:33 00:00:29 00:00:14 00:00:01
  05chapter5.pdf 275.10 Kb 00:01:16 00:00:39 00:00:34 00:00:17 00:00:01
  06chapter6.pdf 258.86 Kb 00:01:11 00:00:36 00:00:32 00:00:16 00:00:01
  07references.pdf 156.90 Kb 00:00:43 00:00:22 00:00:19 00:00:09 < 00:00:01
  08appendices.pdf 509.80 Kb 00:02:21 00:01:12 00:01:03 00:00:31 00:00:02

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