발성사고법을 활용한 금연광고의 효과분석

This study examines of the effect of anti-smoking advertising by Think Aloud. The analysis of the effect has been made through two target audience groups: smoking and non-smoking groups, with two types of advertisements: informative and associative advertisements. It has been disclosed through the informative advertisement that the non-smoking group, in general, had a more favorable attitude toward the informative ad than the smoking one and understood better the harmfulness of smoking. A few findings were made through the associative advertisement that smoking was associated with fear and death among the smoking group but with the filth of cigarettes among the non-smoking one; it was also found that the smoking group had an inclination toward paying no attention to the fear appeal of the ad message while the non-smoking one grasped well the meaning of the ad message as a warning against smoking. An anti-smoking ad campaign would be more effective, if it were exposed to teenagers who had not begun smoking. The effect of the associative ad with a message of high fear appeal could be more powerful, if it were presented to a non-smoking group so that they may try to persuade their smoking peers. Also, the threatening ad message with fear appeal would be delivered better, if the level of threat were in compliance with the purpose of bringing about behavior modification. This study conducts an analysis of anti-smoking advertising effects in a deeper way through Think Aloud which is a qualitative methods of investigation.