Tak Nak (Say No) anti-smoking television advertisement: is it influential enough to stop smoking?
This paper aims to look at the levels of exposure, awareness, receptivity, and assessment of the Tak Nak (Say No) anti-smoking television advertisement in Malaysia. At the same time, the study also explores possible relationships between the said factors with the intent to smoke. The study utilized...
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| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Universiti Putra Malaysia Press
2013
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| Online Access: | http://psasir.upm.edu.my/id/eprint/28337/1/28337.pdf http://psasir.upm.edu.my/id/eprint/28337/ http://www.pertanika.upm.edu.my/Pertanika%20PAPERS/JSSH%20Vol.%2021%20%28S%29%20Jun.%202013/10%20Page%20171-188.pdf |
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| Summary: | This paper aims to look at the levels of exposure, awareness, receptivity, and assessment of the Tak Nak (Say No) anti-smoking television advertisement in Malaysia. At the same time, the study also explores possible relationships between the said factors with the intent to smoke. The study utilized self-administrated questionnaires to survey the perceptions people hold regarding the above stated matters. Despite the evidence showing the ineffectiveness of the Tak Nak anti-smoking television advertisement, the respondents still believe that all the elements (namely, exposure, awareness, receptivity, and assessment) are able to influence the intent to smoke. All the factors [exposure (χ2 = 14.151, ρ = 0.007), awareness (χ2 = 10.471, ρ = 0.033), receptivity (χ2 = 33.149, ρ = 0.000), and assessment (χ2 = 10.359, ρ = 0.035)] show significant relationships with the intent to smoke. |
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