Influence of cigarette advertisement via television on the smoking habits among first year students of radiologic technology at De La Salle University-Aguinaldo SY 1994-1995

Date of Completion

1995

Document Type

Thesis

Degree Name

Bachelor of Science in Radiologic Technology

Keywords

Cigarette Smoking, College Students, Mass Media, Advertising, Cigarette

Abstract

The main objective of this study is to determine the influence of cigarette advertisement via television on the smoking habits among the first year Radiologic Technology students of De La Salle University - Aguinaldo SY 1994-1995. Specifically the following questions were raised: (1) What is the profile of the cigarette smokers among the first year students of De La Salle University - Aguinaldo with respect to a. sex b. socio-economic status? (2) What aspect of the cigarette advertisement via television attract the attention of the subjects? (3) What role has television commercials played in developing the smoking habits of the subjects and choice of cigarette brand for smoking? (4) What are the implications of smoking habits among the respondents? (5) Is there a significant relationship between cigarette commercials frequently seen via television and smoking habits of the respondents? There is no significant relationship between the cigarette advertisement via television and the smoking habits of the first year Radiologic Technology students of De La Salle University - Aguinaldo SY 1994-1995. The purpose of this study was to determine the influence of cigarette advertisements via television on the smoking habits among first year students enrolled at De La Salle University - Aguinaldo, SY 1994-1995 All first year Radiologic Technologic students were given questionnaires after which only the smokers were includes in the study. The total number of freshmen in Radiologic Technology students is two hundred four (204), ninety four (94) of which were males and one hundred five (105) were females. Out of two hundred four (204) only one hundred ninety nine (199) responded and five (5) abstained. Out of one hundred ninety nine (199) , one hundred twenty (120) or 60% smokers. This study has considered one hundred twenty (120) smokers as subjects. Questionnaires were distributed among the respondents . The results were gatered, consolidated and analyzed. The statistical treatments used were frequency counts, equivalent percentage, chi-square to determine the significant relationship between the cigarette smoking habits and television advertisements. The following were the findings and conclusions based upon the specific problems; (1) There were 42 or 35% of the respondents belonging to the high class; 44 or 37% to the middle class; 34 o 28% to the low class. A great number of smokers were in a middle class. (2) Commercial models in cigarette advertisement in television attracted most the attention of the respondents followed by the slogan messages and presentation in sports / action. (3) Marlboro cigarette advertisement in television attracted most the respondents followed by Hope and Salem. (4) According to the data gathered, Marlboro ranked number 1 from among the cigarette advertisement that were frequently seen in television, followed by Hope and Philip Morris. (5) As to brand of cigarette being smoked, Marlboro ranked number 1, with 23% of respondents using it; followed by Philip Morris with 15%. (6) In the choice of brand of cigarette, 30 or 25% of the respondents chose the brand because they saw it frequently in television. This reason ranked number 1, 28 or 23 % said they chose such brand because of its availability. It ranked number 2. (7) Several implications were listed by the respondents as to television viewing and smoking habits, the most of which is to stop cigarette advertisement in television. (8) Based on the investigation done regarding this study, there is no significant relationship between television advertisement and smoking habits of the respondents. The computed (CHI-Square) X2 is 29.105 which is less than the critical region of 41.337 at 5% level of significance. (9) Since there is no relationship between the smoking habits and cigarette advertisement via television perhaps there are other factors which had affected the smoking habits of the respondents which had not been included in this study.

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