Graphic tobacco health warnings: which genre to choose?
Background: Tobacco prevention studies show that graphic health warnings are more effective than text warnings, but there are no data on the effectiveness of different types of graphic health warnings in a Pakistani population. Even marginal differences in the effectiveness of genres can be of potential significance for public health.
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.
The international journal of tuberculosis and lung disease : the official journal of the International Union against Tuberculosis and Lung Disease.
Khan, J. A.
(2010). Graphic tobacco health warnings: which genre to choose?. The international journal of tuberculosis and lung disease : the official journal of the International Union against Tuberculosis and Lung Disease., 14(3), 356-361.
Available at: http://ecommons.aku.edu/pakistan_fhs_mc_med_med/47