In California, an additional 25 cents per packtax on cigarettes was passed in 1988 to be used for cancer research, 5%;wetlands(!), 5%; indigent medical care, 40%; and "education" - read anti-smokercampaign - 50%.
According to Schneider, Coutts, and Gruman (2012), "Fear appeals are based on the idea that people will be more likely to pay attention to a message, and to subsequently act to chance their health behavior, if their related fears are activated" (p. 171). Fear appeals in anti-smoking ads are used in the form of showing smokers who have had serious health issues, giving frightening statistics, and even showing the damage smoking can cause to a person's social life. These ads contain horrifying images, too. I was watching television a few weeks ago, and an anti-smoking campaign commercial came on. It featured smokers who had lost either fingers, legs, other limbs, or had some type of serious health issue that were the results of smoking.
Opinions of the ‘Quit for good today, and give your baby a healthy start’ print advertisement also reflected its effectiveness as more than four fifths (at least 82%) of respondents agreed that it was believable, easy to understand, made them more likely to attempt quitting, made them stop and think, and made them feel worried about their smoking.
Although almost half of those exposed to the Pregnancy campaign advertisements (48%) did not take action as a result of this exposure, at least one tenth (at least 10%) had quit smoking, reduced their smoking or sought medical help on quitting.
Campaign Execution QualityThe vast majority of respondents reported exposure to smoking-related advertisements, but spontaneous recall of the Pregnancy campaign advertisements was very low and significantly lower than baby-related graphic warnings advertising on cigarette packaging.
Among the Pregnancy campaign advertisements, prompted recognition of the ‘When you smoke, she gets less oxygen’ print ad was the highest (20% overall), followed by the ‘Quit for good today, and give your baby a healthy start’ ads (print – 13%, poster – 8%).
I’m not a smoker, but I definitely feel many of the anti-smoking commercials/campaigns are very effective when using the fear appeal. These commercials are constant reminders of why I am afraid to smoke, and why I am concerned about the friends and family members that have been smoking for many years. Similar to the safe sex ads that you see on television, they too create a fear of the life threatening diseases that could potentially happen to you if you engage in unprotected sex. In this case, I think many of us recognize smoking can be bad for your health, but those that smoke are usually in denial or feel these health risks /illnesses will not happen to them. We all believe we are the exception to the rule until something happens to one of us or someone close to us has been affected. The social issue is addiction, just like drugs and alcohol it's not easy for many to quit. Instead researchers and physicians invent strategies such as the nicotine patch or electronic cigarettes to try and reduce this bad habit. I do believe media health coverage has found ways for a message to be effective through service announcements, billboards, and commercials because at my job and around my community you see a lot more people paying attention to health issues, and finding ways to adopt healthier lifestyle habits. I think its good that smoking is ban from most public places even though it doesn’t prevent people from smoking, but it may help reduce the amount of cigarettes a person smokes within the day.
All this has changed, however, due to recent legal developments in which the cigarette giant was pressured to offer anti-smoking ads, in addition to the usual fictional ones depicting happy mannequins.
From that point forward, new findings about the damaging effects of smoking were slowing being brought to the attention of the public. Cigarettes were made to bare a warning label from the Surgeon General, advertisements on television promoting smoking were banned, and somewhat more recently smoking was banned from public places (U.S. National Library of Medicine, n.d.). Smoking in bars is not even allowed anymore in Arizona. The news about what smoking can do to people's health caused people to go from seeing smoking as something that is glorified, to being horrified. Anti-smoking campaigns began to develop with the hopes of preventing or reducing cigarette smoking. Many campaigns, especially recently, have turned to evoking fear in an attempt to get people to kick the habit of smoking or have no interest in picking the habit up.
Some examples of these anti-smoking campaigns are the ban on smoking in public places in the UK since July 2007, under the Health Act 2006, the anti-smoking T.V advertisements and campaigns against allowing smokers the benefit of the NHS treatment, when they suffer from smoking related problems.
This essay will propose to outline the causes and the effects of this anti-smoking attitude in the UK and the USA and explain why similar campaigns would or would not be effective in Qatar....