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Cigarette smokers' perceptions of fear-appeal advertising
Dissertation (MA (Research Psychology))--University of Pretoria, 2007.
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| Format: | Thesis |
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University of Pretoria
2013
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| _version_ | 1867613515054841856 |
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| access_status_str | Open Access |
| author2 | Cassimjee, Nafisa |
| author_browse | Cassimjee, Nafisa |
| author_facet | Cassimjee, Nafisa |
| collection | Thesis |
| dc_rights_str_mv | © 2006, University of Pretoria. All rights reserved. The copyright in this work vests in the University of Pretoria. No part of this work may be reproduced or transmitted in any form or by any means, without the prior written permission of the University of Pretoria. |
| description | Dissertation (MA (Research Psychology))--University of Pretoria, 2007. |
| format | Thesis |
| id | oai:repository.up.ac.za:2263/23789 |
| institution | University of Pretoria (South Africa) |
| last_indexed | 2026-06-10T12:37:22.258Z |
| license_str | Other — see source repository |
| provenance_str_mv | Harvested via OAI-PMH from UPSpace — University of Pretoria Institutional Repository |
| publishDate | 2013 |
| publishDateRange | 2013 |
| publishDateSort | 2013 |
| publisher | University of Pretoria |
| publisherStr | University of Pretoria |
| record_format | dspace |
| source_str | UPSpace — University of Pretoria Institutional Repository |
| spelling | oai:repository.up.ac.za:2263/23789 Cigarette smokers' perceptions of fear-appeal advertising Cassimjee, Nafisa laurendb@markinor.co.za De Bruin, Lauren Michele Perceptions of cigarette smokers Fear-appeal advertising Qualitative research South african target market Anti-smoking advertising UCTD Dissertation (MA (Research Psychology))--University of Pretoria, 2007. The question of whether or not advertising is effective has been a topic of research for decades. More specifically, this research asks the question of advertising effectiveness regarding anti-smoking advertising by the use of a method of advertising known as ‘fear-appeal advertising’. Due to the nature of this study, attention and focus are placed on the affective and emotional aspects of this type of advertising and aims to understand the perceptions that smokers have of anti-smoking advertisements. The respondents recruited for this study all classified themselves as smokers, and were selected to form a representative sample of the South African population, ranging between the ages of 24-49 years. The perceptions of these smokers are discussed against the backdrop of literature, in an attempt to highlight the effectiveness of these advertising campaigns and ultimately suggest a way forward. The value of this exploratory study lies in its potential for generating further questions about emotions, the complexity of human health-risk behaviour and the impact that exposure to health warnings will ultimately have on future actions. Psychology unrestricted 2013-09-06T15:55:04Z 2007-04-05 2013-09-06T15:55:04Z 2006-09-05 2007-04-05 2007-04-05 Dissertation De Bruin, L 2006, Cigarette smokers' perceptions of fear-appeal advertising, MA dissertation, University of Pretoria, Pretoria, viewed yymmdd < http://hdl.handle.net/2263/23789 > http://hdl.handle.net/2263/23789 http://upetd.up.ac.za/thesis/available/etd-04052007-111238/ © 2006, University of Pretoria. All rights reserved. The copyright in this work vests in the University of Pretoria. No part of this work may be reproduced or transmitted in any form or by any means, without the prior written permission of the University of Pretoria. application/pdf application/pdf application/pdf application/pdf application/pdf application/pdf application/pdf application/pdf application/pdf application/pdf University of Pretoria |
| spellingShingle | Perceptions of cigarette smokers Fear-appeal advertising Qualitative research South african target market Anti-smoking advertising UCTD Cigarette smokers' perceptions of fear-appeal advertising |
| title | Cigarette smokers' perceptions of fear-appeal advertising |
| title_full | Cigarette smokers' perceptions of fear-appeal advertising |
| title_fullStr | Cigarette smokers' perceptions of fear-appeal advertising |
| title_full_unstemmed | Cigarette smokers' perceptions of fear-appeal advertising |
| title_short | Cigarette smokers' perceptions of fear-appeal advertising |
| title_sort | cigarette smokers perceptions of fear appeal advertising |
| topic | Perceptions of cigarette smokers Fear-appeal advertising Qualitative research South african target market Anti-smoking advertising UCTD |
| url | http://hdl.handle.net/2263/23789 http://upetd.up.ac.za/thesis/available/etd-04052007-111238/ |