| Tobacco use has brought serious harm to individuals and society.Therefore,the control of tobacco use is a global topic.In tobacco control activities,tobacco control propaganda campaign is an important measure,which is believed to enhance individual awareness of tobacco hazards and promote individual behavior change.Although the investment in tobacco control in recent ten years is not low,the expected results have not been achieved.Many scholars focus on exploring the persuasive effect of different forms of tobacco control propaganda strategies,but we know little about the content of tobacco control propaganda in our country,which is an indispensable way to understand the current situation of tobacco control in our country as a whole and to solve the existing problems.This paper takes the tobacco control propaganda pictures used in China's tobacco control campaign as the research object,uses content analysis method to explore the visual characteristics,content presentation and persuasion strategies of tobacco control propaganda pictures in China,and then puts forward the idea of optimizing its information design.The study found that in terms of visual strategy,Chinese tobacco control propaganda pictures tend to create a whole bright color for both images and backgrounds,while focusing on highlighting the text;pictures attach importance to the use of character elements,and tend to depict the smiling expression,which is consistent with the result of the tone of color.In addition,promotional pictures prefer to use celebrities as spokespersons for tobacco control propaganda,but lack the use of professional image.In the presentation of specific content,tobacco control propaganda pictures focus on health hazards,smoking cessation propaganda information and second-hand smoking,but for such aspects as tobacco toxicity,social pressure of smoking,tobacco industry manipulation,especially addiction of tobacco,social costs of smoking,etc.,are insufficient.Overemphasizing the health hazards of tobacco and strengthening the content of propaganda information show the limitations of tobacco control propaganda and insufficient attention.As for the way of argumentation of tobacco control pictures,explicit argumentation and metaphorical argumentation are the two main ways of argumentation,but they are not strengthened by visual elements,and implicit expression is a major feature of tobacco control propaganda in China.In persuasion strategy,the tobacco control propaganda pictures in China pay more attention to the use of cognitive strategies,but pay less attention to behavior change strategies.Health intervention is a process of "cognitive-attitudinal-behavioral change".The picture of tobacco control propaganda in our country still stays in influencing "attitudes and perceptions",or hopes that the change of "cognition and attitudes" will bring about the change of behavior,but fails to go deep into the "intrinsic" of health behavior change.In addition,although pictures pay more attention to cognitive strategies,they focus on presenting perceived risk dimensions,and pay less attention to perceived benefits and self-efficacy,etc..In terms of emotional strategies,the propaganda pictures of tobacco control in China show more fearful appeals and guilt.Generally speaking,Chinese tobacco control propaganda pictures mostly use implicit expression in visual and information expression,and the information category is too centralized,which limits the applicability and validity of content to a certain extent;persuasion strategies are more focused on cognitive strategies,focusing on the dimension of perceived risk,and the use of behavioral change strategies is almost missing.In addition,there are some problems such as simplification,stereotyping and homogenization in the design of pictures.In order to make tobacco control propaganda pictures play a better role in tobacco control campaign,we should make full use of the advantages of pictures,give full play to the respective advantages of images,colors and texts in visual persuasion,so that they can complement each other;secondly,we should pay attention to the effectiveness of information combination and the use of emotional strategies to better play the persuasive role of propaganda pictures;finally,the design of tobacco control propaganda pictures persuasion needs to break the confinement of traditional thinking,give care to individuals,explore diversified persuasion information,so that tobacco control propaganda can better close to a wider target group.This paper will help to clarify the characteristics and shortcomings of tobacco control propaganda pictures in China,and provide ideas for optimizing tobacco control propaganda in China. |
PDF Full Text Request