THE DESIGN OF THREAT APPEALS IN ANTI-SMOKING ADVERTISEMENT TO PERSUADE SMOKERS IN BANDUNG TO STOP SMOKING

• Main Author: NURAMALIA FATHINA - NIM 14413022 , NISRINA
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/29687
• Institution: Institut Teknologi Bandung

<p align="justify">Smoking is one of the main concerns in health. According to World Health Organization, smoking causes chronic diseases and was responsible for 12% death globally in 2004. In 2015, there were about 1.1 billion smokers around the world. This number tends to decrease globally. However, in Indonesia, smoker prevalence tends to increase. In 2005, there were about 33% smokers 15 years and above in Indonesia and in 2010, this number increased to 36%. In Bandung, there were about 37% smokers in 2016 and most of them were male 15-24 years old. The use of advertisement can be done in order to persuade smokers in Bandung to stop smoking. Past researches show that anti-smoking advertisements contributed to decreasing of smokers in some countries. To persuade audience effectively, advertisement commonly uses threat appeals. According to past research, the use of threat appeals for health advertisements are effective to persuade and can be good motivators for audience. In Indonesia, included Bandung, threat appeals are also often used for anti-smoking advertisement. However, in 2011, only 27.1% smokers 15 years and above in Indonesia thought to stop smoking after seeing the anti-smoking advertisement with threat appeals. It shows that the existing design of the threat appeals did not match with the smokers. <br /> <br /> In order to develop the design of threat appeals that can persuade smokers in Bandung to stop smoking, this research used experimental design. Factors to be tested were type of threat and level of threat. Type of threat consisted of two levels, physical threat and social threat. Level of threat consisted of three levels, low, moderate, and high. Variable responses to be measured were coping response, attitude towards advertisement, attitude towards smoking, and behavioral intention. Attitude towards smoking and behavioral intention needed to be measured before and after the audiences saw the stimulus material. Coping response and attitude towards advertisement only needed to be measured after the audiences saw the stimulus material. The use of several variable responses led to a few differences of factors and levels that impact these variable responses. To determine what kind of factors and levels to be used in the final design, this research studied about the relationship between the variable responses using structural equation modeling. This research also designed the anti-smoking advertisement based on those results and some aspects in communication design. <br /> <br /> This research shows that different types of audiences have different results. So, the design of threat appeals for each types of audiences are also different. This research gives priority lists of the design of threat appeals for each types of audiences. However, the first priority for all types of audiences is dominated by physical threat with moderate level.<p align="justify">