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Slikovna zdravstvena opozorila na tobačnih izdelkih: spopadanje z gnusom : spopadanje z gnusom
Dešnik, Izidora (Author), Tomanić Trivundža, Ilija (Mentor) More about this mentor... This link opens in a new window

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Abstract
Slikovna zdravstvena opozorila na tobačnih izdelkih opozarjajo na posledice uporabe tobačnih izdelkov pri obstoječih ter potencialnih uporabnikih. Predpostavljam, da naj bi pri obeh kategorijah ta vzbujala gnus, zato je to čustvo izpostavljeno in predstavlja osrednjo tematiko magistrskega dela. V teoretičnem delu sem se poleg gnusa dotaknila še spreminjanja vedenja uporabnika, šokantnih podob v javnem komuniciranju ter uporabe teh v oglaševanju. Gnus kot čustvo od ostalih izstopa, saj lahko z njim povežemo nekatera druga čustva, ki se sočasno ali pa kot posledica pojavijo, ko posameznik pride v stik s stvarjo, ki na prvi pogled, okus ali vonj ni prijetna. Omenjeno lahko privede do nelagodja, ki posameznika odvrne od nadaljnjega stika s stvarjo, ki mu je povzročila negativna čustva. Prav tako je povezan s strahom, ki naj bi na koncu privedel do prenehanja početja določene stvari, v tem primeru uporabo tobačnih izdelkov. Vizualna komunikacija, ki sproži gnus pri uporabnikih tobačnih izdelkov, je ključnega pomena, saj oglašuje zdrav način življenja brez uporabe tobačnih izdelkov. Prav tako je kot način komuniciranja z uporabniki zaradi nazornega prikaza posledic učinkovitejša kot le besedilna opozorila, zato lahko učinkoviteje vpliva na spreminjanje vedenja uporabnika. Analiza polstrukturiranih poglobljenih intervjujev je pokazala, da sicer slikovna zdravstvena opozorila vzbujajo gnus do neke mere, vendar ta ni tako močen, da bi vplival na spremembo vedenja uporabnika, torej na prenehanje uporabe tobačnih izdelkov. Kot so pokazale že opravljene raziskave, slikovna zdravstvena opozorila bolje učinkujejo na tiste, ki z uporabo tobačnih izdelkov še niso pričeli.

Language:Slovenian
Keywords:Slikovna zdravstvena opozorila, gnus, šokantne podobe v javnem komuniciranju, spreminjanje vedenja uporabnika.
Work type:Master's thesis/paper (mb22)
Tipology:2.09 - Master's Thesis
Organization:FDV - Faculty of Social Sciences
Year:2020
Publisher:[I. Dešnik]
Number of pages:513 str.
UDC:316.77:613.84(043.2)
COBISS.SI-ID:29383427 This link opens in a new window
Views:193
Downloads:117
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Secondary language

Language:English
Title:Pictorial health warnings on tobacco products: coping with disgust : magistrsko delo
Abstract:
Pictorial health warnings on tobacco products warn current and potential users about the consequences of using tobacco products. I presume that they fill both categories of users with disgust, which is why disgust as an emotion is highlighted and represents the main topic of my master’s thesis. In addition to disgust, the theoretical part deals with altering user’s behaviour, shocking images in public communication and the use of such images for marketing purposes. As an emotion, disgust stands out because it can be related to some other emotions which arise simultaneously or as a consequnce of an individual coming in contact with something that is unpleasant at first sight, taste or smell. The user thus feels uneasy and is reluctant to stay in contact with the thing that provoked negative emotions in them. Moreover, this experience is related to fear, which is supposed to result in the user’s termination of a certain activitiy, in this case, the use of tobacco products. Visual communication that provokes disgust in the users of tobacco products is of key importance as it promotes healthy lifestyle without the use of tobacco products. Furthermore, visual communicaton as a type of communication with users is more effective than text warnings due to the illustrative presentation of consequences, which is why it can have a more effective impact on altering user’s behaviour. The analysis of semi-structured in-depth interviews showed that pictorial health warnings fill users with disgust to some degree, but not enough to alter their behaviour and to make them quit the use of tobacco products. As previous studies have shown, pictorial health warnings have a better impact on those who have not yet started using tobacco products.

Keywords:Pictorial health warnings, disgust, shocking images in public communication, altering user’s behaviour.

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