Effects of short-term cosmetic versus long-term health fear appeals in anti-smoking advertisements on the smoking behaviour of Maltese adolescent smokers

Abstract

The CDC (centre for disease control) reports that approximately 3,000 adolescents take up smoking each day and that young smokers increased from 27% in 1991 to 36% in 1997 to tackle this rising problem organizations like the W.H.O (world health organization) and the American Cancer society together with many more are spending millions on anti-smoking campaigns in order to bring about worldwide attitude and behavioral change in smoking. The study of attitudes and the persuasion techniques that bring about a transformation in attitudes and behaviours related to cigarettes contribute significantly to such campaigns. This study aims to investigate the effectiveness of the short-term cosmetic fear appeals vs. long-term health fear appeals on the intention of young Maltese smokers to carry on smoking. This study will be conducted amongst two groups each containing around 75 smokers aged 15-25. The 1 st group will be shown short-term cosmetic advertising fear appeals whilst in the second group they will be shown advertising of long-term fear appeals. After the advertising exposure both groups will be given a follow-up questionnaire that will measure their attitudes on smoking and their intentions to carry on smoking. This study is an adaptation of the longitudinal study carried out by Smith and Stutts, (December 2003).