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Title:	菸品廣告的成效與挑戰---大學生背景變項、媒體接觸對反菸態度與吸菸行為的影響
Authors:	溫宜芳 Wen , Y-Fang
Contributors:	黃葳威溫宜芳 Wen , Y-Fang
Keywords:	大學生吸菸菸害廣告菸品廣告反菸態度
Date:	2003
Issue Date:	2009-09-17 15:40:41 (UTC+8)
Abstract:	本研究主要探討菸害防治宣導與青少年的吸菸態度、行為之間的關係。研究方法是設計青少年晚期菸害防治宣導接觸情況及吸菸態度行為的自填式調查問卷，蒐集資料並分析，了解青少年菸害防治宣導訊息的接觸、吸菸態度與行為的現況，並進一步了解菸害防治宣導訊息的接觸、吸菸態度與行為之間的關係，目的為了解目前青少年晚期吸菸的現況，及目前菸害防治宣導的成效，以作為未來菸害防治宣導的參考。研究發現反菸宣導的主要管道有電視(1)宣導廣告、(2)電視新聞、(3)宣導海報、單張、手冊(4)家人，其中大眾媒介接觸中以電視宣導廣告、人際管道則以學校老師及輔導人員的宣導效果最顯著， 18-25歲青少年吸菸比率約一成三，其中有近五成在18歲以後首次嘗試吸菸，青少年持續吸菸的主要原因為(1)壓力、挫折、(2)已經成為習慣；可見有一半比例的青少年在18歲後開始嚐試吸菸，而此階段青少年吸菸的主因與早期主因同儕壓力的影響有很大的不同，故如何針對此階段青少年進行反菸宣導，是青少年菸害防治的重要一環。另外值得注意的是，青少年的吸菸態度與(1)香菸贈品、(2)香菸試抽的媒介接觸量有顯著的相關，青少年的吸菸行為除受背景變項影響外，亦受菸品廣告的影響，故再次證實菸品廣告能影響青少年的吸菸行為。大眾媒介宣導對於青少年反菸態度有顯著影響，故未來宣導可應用社會行銷理論，強調內、外在環境的評估/整合行銷規劃/訂定適切目標/研究及評估宣導效益。本研究針對晚期青少年菸害防制的具體建議有： (1)宣導的管道：善用大眾媒介管道強化或改變青少年對於反菸的態度，並輔以學校、家庭等人際管道改變青少年吸菸的行為。 (2)宣導的目標族群：針對吸菸高危險族群，如男性、自己在外租屋、學業表現較差、零用錢較多、家中跟朋友吸菸人數愈多吸菸的比例較高，設計宣導訊息； (3)宣導的內容：一方面要對菸品廣告的錯誤資訊進行澄清，另一方面則需找出宣導的核心價值，倡導反菸價值並形塑整體社會反菸文化。 (4)宣導的目標：除針對一般大學生宣導菸害，另宣導/協助吸菸者戒菸，亦是大學生菸害防制不可忽視的重點； (4)輔導教育層面：加強心理衛生教育，協助/輔導面對生活壓力與挫折，避免其將吸菸作為紓解壓力的方式，對健康造成長期的威脅。 (5)媒體教育層面：加強菸害媒體素養教育，澄清大學生對於吸菸的錯誤認知，另依方面，也期提升其對菸品廣告訊息操弄得明辨能力； (6)公共衛生政策層面：未來政策在規範菸品廣告時，建議關注各種意圖規避菸害防制法規，誘使青少年吸菸的衍生性菸品廣告，對大學生的負面影響。
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Availabe: http://www.kmuh.org.tw/www/fm/smoke/the_laws.html.
Description:	碩士國立政治大學廣播電視學研究所 90453015 92
Source URI:	http://thesis.lib.nccu.edu.tw/record/#G0904530152
Data Type:	thesis
Appears in Collections:	[Department of Radio & Television & Graduate Program] Theses

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