La efectividad de las campañas de comunicación anti-tabaco en los jóvenes españolesUn análisis exploratorio

  1. Vázquez Burguete, J. L.
  2. Gutiérrez Rodríguez, Pablo
  3. Cuesta Valiño, Pedro
  4. García Miguélez, María Purificación
Revista:
aDResearch: Revista Internacional de Investigación en Comunicación

ISSN: 1889-7304

Año de publicación: 2010

Número: 1

Páginas: 14-31

Tipo: Artículo

DOI: 10.7263/ADRESIC-001-01 DIALNET GOOGLE SCHOLAR lock_openDialnet editor

Otras publicaciones en: aDResearch: Revista Internacional de Investigación en Comunicación

Objetivos de desarrollo sostenible

Resumen

Models such as the Motivation Theory for Protection try to determine the information and variables taken into account by individuals when considering a behavior change, as well as the most or least important of either. Those in charge of social marketing need to understand better the reasons which lead to adopt or not new behavior. An exploratory study was carried out on TV commercials in the anti-tobacco battle sponsored by the Spanish Ministry of Health and Consumption in 2006. Despite its limitations, it brings up unilateral arguments concentrating more on the threat that the present conduct represents than the advantages of recognition and subsequent change in conduct. At the same time, a greater effectiveness of self-conviction for the behavioral change, clearly superior to the effect of sanctions and external pressures exerted on the individual.

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