Smoking In Korean College Students
Effect of Emotional Advertisement on quitting smoking: A Case of Korean College Students
Maidul Islam,
Global Business Department
The University of Suwon, S.Korea
Shabnam Abdulkasem Sheikh
International College
The University of Suwon, S.Korea
Abstract: In this research paper tried to focus on the effect of emotional anti-smoking ad on giving up smoking. More specifically, we have targeted college students to analysis the effect of non-emotional or less emotional and more emotional ads on quitting smoking. We have used 120 college students, were shown different anti-tobacco ads and asked to rate them. Our statistical results shows students who perceive ads are emotional and clear tend to quit smoking.
Keywords: tobacco, smoking, advertising,
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A. Inc.) has defines the public service advertising communication as a form of advertising to accept the prevailing opinion of the public, which is recommended to support the activities or work that is beneficial to them as a social, economical way. According to the results of the Flora and Mailbach, in the public service announcement message evaluation it found that the emotional appeal advertising is better remembered than rational advertising appeal (Flora and Mailbach. 1990). In our research paper we mainly focused on the reaction of emotional anti-smoking ads on smoker and non-smoking of Korean college …show more content…
Advertising appeal is divided into rational appeal and emotional appeal by visual expression and the ways of advertising message. This study focused on whether emotional appeal affects students’ intention to quit smoking. Emotional appeal is defined by Puto and Wells (1984) as a way of persuading a customer using abstract and emotional expression. Kotler divided emotional appeal into positive appeal and negative appeal. Positive appeal rouses the feelings of love, humor, pride, pleasure and negative appeal produces the feelings of threat, guilty, and shame (Kotler, 1971). In other words, positive appeal attempts to persuade them to change their attitudes and action by giving the expectation of some gain from a specified act. On the other hand negative appeal emphasizes that a negative result will occur and tries to persuade them by offering recommendations to avoid negative consequences. In an anti-smoking campaign, emotional appeal is more likely to highlight the loss caused by smoking or eventually express presents benefit from not smoking. On the contrary, emotional appeal of advertising messages can be defined as expressing negative outcomes caused by smoking abstractly, emotionally, and subjectively in this
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