Graphic tobacco health warnings: which genre to choose?
OBJECTIVE: To study the effectiveness of different types of graphic tobacco warnings in a Pakistani population.
STUDY DESIGN: We presented ten anti-smoking warnings to randomly selected volunteers (n = 170) and recorded their opinion on the effectiveness of each warning. The warnings were based on a range of images aimed at the diverse population interviewed. A grading scale based on appeal, application, educational potential and motivation towards cessation was used to produce a composite grade of perceived effectiveness of the warning.
RESULTS: Our results indicate that graphic warnings reach a greater proportion of the population than text warnings. Those appealing to logic, and those inculcating a sense of fear by showing a deleterious outcome of smoking, were judged likely to be most effective in motivating smokers to quit and preventing experimental smokers from forming a habit.
Document Type: Regular Paper
Affiliations: 1: School of Medicine, Aga Khan University, Karachi, Pakistan 2: Department of Pulmonary and Critical Care Medicine, Aga Khan University, Karachi, Pakistan
Publication date: 01 March 2010
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