| ObjectComparing different effects of tobacco package warning labels with horrible photos of diseased organs, and warning labels with abstract pictures to tell the health risk of tobacco use. Reseach the effect of real photo picture warning on smokers.MethodThe survey was taken in Hongzhou. According to the three groups of target population of tobacco package warning labels, smokers, non smokers, young people, 100 male adolescents,100 female adolescents, 100male adult non-smokers,100 female non-smokers and 200 adult smokers without gender distinguish were picked for the study with convenient random sampling.All the 9 graphic warning labels were picked from the cigarette package warning of other countries and the award winning of Forward tobacco free China warning label design competition. Four of these warnings were now used in Thailand and Brazil, two of these were now used in Hong Kong, while the rest 3 were the award winning of the competition. All of these graphic warnings were printed on the package of ChuanHua cigarette. They were going to be evaluated with the warning labels now used in China.Participants were asked to answer the questionnaires by the direct of investors. The information of the questionnaires include basic personal information such as gender, age and smoking information, and the evaluation result of these warnings on " the extent that the warning makes you understand the risk of smoke", " do you believe in the smoke risk it display", " whether the warning arose your strong emotional stimuli", " whether the warning cause your avoidance behavior'and "the effect of this warning", and the rank result of these warnings on " the effect of display health risk of smoking", " the effect of prevent youth smoking", and " the effect of encourage smokers to quit". After the rank procedure, the participants were told which four warnings were with real diseased organ photos, and answered the rest questions. Double entry with epiinfo to collect data and with SAS to analyse.Result3.1 Effect compare of the real photo warning and abstract picture warning3.1.1 Result of the evaluationResult of the " effect of the warning " evaluation reveals that warnings with real diseased organ picture, warnings with abstract picture, and the now used warning label in China have very different effect on public. The scores of the real picture photo group comstituded by picture 6 the Thailand warning of lung disease with real photo, picture 8 the Thailand warning of throat cancer with real photo, picture 4 the Brazil warning of cardiovascular disease with real photo, and picture 2 the Brazil warning of peripheral vessel disease with real photo are significantly higher than the other's. The scores of the abstract picture warning group comstituded by picture 3 the award warning of the hazard of second hand smoking to children with abstract picture, picture 1 the award warning of lung disease with abstract picture, picture 7 the award warning of smoking cause death, picture 9 the Hong Kong warning of smoking accelerate aging of skin with abstract picture, and picture 5 the Hong Kong warning of smoking cause impotence with abstract picture are lower than the first group, but significantly higher than the now used warning in our country.The score of picture 6 on " the extent that the warning makes you understand the risk of smoke" is significantly higher than the other, while picture 5 is much more lower. And there is No significant difference between the other 8 pictures about this evaluation.The scores of picture 10 and picture 6 on " do you believe in the smoke risk it display" is significantly higher than the other, while picture 5 and picture 2 is much more lower. And there is No significant difference between the other 6 pictures about this evaluation.There is significant positive correlation between the evaluate result on " whether the warning arose your strong emotional stimuli" and" whether the warning cause your avoidance behavior'. The scores of the real picture photo group are in the first rank, much higher than the other's, the scores of the abstract picture warning ranked behind, lower than the real picture photos' but higher than the warning now used in our country.3.1.2 Result of the rankingThere is significant positive correlation between the ranking result on " the effect of display health risk of smoking", " the effect of prevent youth smoking", and " the effect of encourage smokers to quit". There are significant different between the three warning groups. The ranking scores of the real picture photo group are in the first rank, much higher than the other's, the scores of the abstract picture warning ranked behind, lower than the real picture photos' but higher than the warning now used in our country.3.1.3 Compare result between the real photo warnings and the abstract picture warningsThe real photo warnings get higher score on " whether the warning arose your strong emotional stimuli", " whether the warning cause your avoidance behavior' "the effect of this warning" evaluation and " the effect of display health risk of smoking", " the effect of prevent youth smoking", " the effect of encourage smokers to quit" ranking. And the scores of the real photo group and abstract picture group are both higher than the warning now used in China. It shows that the two groups of graphic warnings are effective to public, while the real photo warnings are more likely to arose emotional stimuli and cause avoidance behavior and more effective.The evaluate result of the two groups of graphic warnings are no significant different with the warning used in our country now.3.1.4 Compare result between picturel and picture6, warnings with the same health riskCompare the evaluate and rank result of picture6 and picturel, which with the same health risk to avoid the interference effect of different risks of smoke on results. And the compare result shows, except " do you believe in the smoke risk it display" evaluation, picture6 are more effective on all the other effects than picture 1, but they are both more effective than the now used warning. It shows that real photo warnings are more effective than abstract ones.3.2 Effect of real photo warning on smokers3.2.1 Compare result between the three different target peopleUse nonparametric statistic and SNK program to compare results between the three target populations and find there is on significant different. It shows that real photo warning affect smokers, nonsmokers, and youth the same, and so does the abstract picture warnings.3.2.2 Compare result between the real photo warnings and the abstract picture warnings on smokersThe evaluate and rank result of real photo warnings is significantly higher than the warning we use now, while the difference between real photo warnings and abstract picture warnings, and abstract picture warnings and the warning we use now are not significant. It shows that to smokers, real photo warnings are more effective.3.2.3 Compare result between the smokers with different levelsUse "whether smoke everyday ", "how many cigarette you smoke everyday ", and "how long after you wake up when you smoke your first cigarette of the day " as three dimension to distinguish different smoke levels. The compare result shows that there is on significant different on the evaluate and rank result of the real photo warnings. And so does the abstract picture warnings. To all different level smokers, the real photo warnings are more effective than the abstract ones.Conclusion1,Real photo warning labels are more effective than the abstract picture warning labelsFor different target population, and the smokers of different levels, real photo warning labels are more effective than the abstract ones, even when they convey the same health risk information.It shows that real photo warning labels and abstract picture warning labels are both effective than the now used warning, while real photo warnings are more likely to arose emotional stimuli and cause avoidance behavior and more effective to all the target population.2,Real photo warning labels have greater impact on smokersCompare with the abstract picture warning labels and now used warning in our country, real photo warnings labels have greater impact on smokers. However, the support rate of real photo warnings in smokers is significantly lower than the nonsmokers and the youth. It shows that the emotional stimuli and avoidance behavior impress deeply on smokers and make the real photo warning labels more effective. |
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