Slikovna zdravstvena opozorila na tobačnih izdelkih

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Izidora Dešnik (Author), Ilija Tomanić Trivundža (Mentor)

Abstract

Slikovna zdravstvena opozorila na tobačnih izdelkih opozarjajo na posledice uporabe tobačnih izdelkov pri obstoječih ter potencialnih uporabnikih. Predpostavljam, da naj bi pri obeh kategorijah ta vzbujala gnus, zato je to čustvo izpostavljeno in predstavlja osrednjo tematiko magistrskega dela. V teoretičnem delu sem se poleg gnusa dotaknila še spreminjanja vedenja uporabnika, šokantnih podob v javnem komuniciranju ter uporabe teh v oglaševanju. Gnus kot čustvo od ostalih izstopa, saj lahko z njim povežemo nekatera druga čustva, ki se sočasno ali pa kot posledica pojavijo, ko posameznik pride v stik s stvarjo, ki na prvi pogled, okus ali vonj ni prijetna. Omenjeno lahko privede do nelagodja, ki posameznika odvrne od nadaljnjega stika s stvarjo, ki mu je povzročila negativna čustva. Prav tako je povezan s strahom, ki naj bi na koncu privedel do prenehanja početja določene stvari, v tem primeru uporabo tobačnih izdelkov. Vizualna komunikacija, ki sproži gnus pri uporabnikih tobačnih izdelkov, je ključnega pomena, saj oglašuje zdrav način življenja brez uporabe tobačnih izdelkov. Prav tako je kot način komuniciranja z uporabniki zaradi nazornega prikaza posledic učinkovitejša kot le besedilna opozorila, zato lahko učinkoviteje vpliva na spreminjanje vedenja uporabnika. Analiza polstrukturiranih poglobljenih intervjujev je pokazala, da sicer slikovna zdravstvena opozorila vzbujajo gnus do neke mere, vendar ta ni tako močen, da bi vplival na spremembo vedenja uporabnika, torej na prenehanje uporabe tobačnih izdelkov. Kot so pokazale že opravljene raziskave, slikovna zdravstvena opozorila bolje učinkujejo na tiste, ki z uporabo tobačnih izdelkov še niso pričeli.

Keywords

slikovna zdravstvena opozorila;gnus;šokantne podobe v javnem komuniciranju;spreminjanje vedenja uporabnika;Družbeno komuniciranje;Kajenje;Oglaševanje;Vedenje potrošnikov;Magistrska dela;

Data

Language:	Slovenian
Year of publishing:	2020
Typology:	2.09 - Master's Thesis
Organization:	UL FDV - Faculty of Social Sciences
Publisher:	[I. Dešnik]
UDC:	316.77:613.84(043.2)
COBISS:	29383427
Views:	364
Downloads:	128
Average score:	0 (0 votes)
Metadata:

Other data

Secondary language:	English
Secondary title:	Pictorial health warnings on tobacco products: coping with disgust
Secondary abstract:	Pictorial health warnings on tobacco products warn current and potential users about the consequences of using tobacco products. I presume that they fill both categories of users with disgust, which is why disgust as an emotion is highlighted and represents the main topic of my masterʹs thesis. In addition to disgust, the theoretical part deals with altering userʹs behaviour, shocking images in public communication and the use of such images for marketing purposes. As an emotion, disgust stands out because it can be related to some other emotions which arise simultaneously or as a consequnce of an individual coming in contact with something that is unpleasant at first sight, taste or smell. The user thus feels uneasy and is reluctant to stay in contact with the thing that provoked negative emotions in them. Moreover, this experience is related to fear, which is supposed to result in the userʹs termination of a certain activitiy, in this case, the use of tobacco products. Visual communication that provokes disgust in the users of tobacco products is of key importance as it promotes healthy lifestyle without the use of tobacco products. Furthermore, visual communicaton as a type of communication with users is more effective than text warnings due to the illustrative presentation of consequences, which is why it can have a more effective impact on altering users behaviour. The analysis of semi-structured in-depth interviews showed that pictorial health warnings fill users with disgust to some degree, but not enough to alter their behaviour and to make them quit the use of tobacco products. As previous studies have shown, pictorial health warnings have a better impact on those who have not yet started using tobacco products.
Secondary keywords:	pictorial health warnings;disgust;shocking images in public communication;altering userʹs behaviour;Social communication;Smoking;Advertising;Consumer behavior;Master's theses;
Type (COBISS):	Master's thesis/paper
Study programme:	0
Embargo end date (OpenAIRE):	1970-01-01
Thesis comment:	Univ. v Ljubljani, Fak. za družbene vede
Pages:	513 str.
ID:	12035003