Marli Auxiliadora da Silva

Impacto do apelo ao medo nas embalagens do cigarro: a percepção de fumantes em relação às mensagens de advertência antitabagismo [doi: 10.5329/RECADM.2013013]

No Brasil, advertencias antitabagismo com imagens sanitarias sao divulgadas desde 2001 nas embalagens de cigarros sendo o apelo emocional usado como persuasao. Todavia, o medo e uma resposta emocional a uma ameaca e pessoas diferentes tem percepcoes e reacoes dispares a esse apelo. Investigou-se, nesse estudo exploratorio, as percepcoes dos fumantes em relacao as imagens de advertencias antifumo, com apelo ao medo, utilizadas nas embalagens de cigarros considerando-se os temas explorados nas campanhas antitabagismo no Brasil. Os resultados de entrevistas individuais em profundidade com 35 fumantes, homens e mulheres da cidade de Sao Paulo com idades variaveis entre 20 e 65 anos, indicaram que as mensagens que mais afetam os fumantes sao aquelas relacionadas ao câncer e/ou que envolvem criancas. Aproximadamente a metade dos entrevistados afirma que prefere ignorar as imagens que apelam para o medo enquanto quase que a totalidade da amostra confirmou que pensaria em parar de fumar caso vissem mensagens que apontassem os beneficios para tal. Na percepcao dos entrevistados as mensagens sao mais eficientes quando buscam produzir um conjunto de mensagens positivas e, ainda, confirmou-se que mensagens endossadas por celebridades que nao fumam, serviria de maior inspiracao para o estimulo a decisao de parar de fumar. Palavras-chave: Tabaco; Mensagens antitabagismo; Marketing Social; Regulacao de tabaco. FEAR APPEAL IMPACT IN CIGARETTE PACKAGES: SMOKERS’ PERCEPTIONS RELATED TO ANTI-TOBACCO WARNING MESSAGES ABSTRACT In Brazil, antismoking images with health warnings are disclosed in cigarette packages since 2001, being used as the emotional persuasion to smokers. However, fear is an emotional response to a threat and different people may have different perceptions and reactions to this appeal. So, it was investigated in this exploratory study the perceptions of Brazilian smokers in relation to images of warnings related to free smoking existent in the country. These initiatives are based on fear appeal and using warnings at cigarette packages with themes explored in anti-smoking campaigns. The results of in-depth interviews with 35 smokers, men and women from the city of Sao Paulo, with ages ranging from 20 to 65, indicated that the messages that will affect smokers are those related to cancer and/or involving children. Approximately half of respondents say they prefer to ignore the images that appeal to fear while almost the entire sample confirmed that would think about quitting if they could notice messages that pointed to such benefits. Interviewees perceived the messages are most effective when they intent to produce a set of positive messages and also confirmed that messages endorsed by celebrities who do not smoke would serve as inspiration for the greater encouragement to the decision to smoking stoppage. Keywords: Tobacco; Anti-smoking messages; Social Marketing; Regulation of tobacco.

IMPACTO DO APELO AO MEDO NAS EMBALAGENS DO CIGARRO: a percepção de fumantes em relação às mensagens de advertência antitabagismo

In Brazil, antismoking images with health warnings are disclosed in cigarette packages since 2001, being used as the emotional persuasion to smokers. However, fear is an emotional response to a threat and different people may have different perceptions and reactions to this appeal. So, it was investigated in this exploratory study the perceptions of Brazilian smokers in relation to images of warnings related to free smoking existent in the country. These initiatives are based on fear appeal and using warnings at cigarette packages with themes explored in anti-smoking campaigns. The results of in-depth interviews with 35 smokers, men and women from the city of Sao Paulo, with ages ranging from 20 to 65, indicated that the messages that will affect smokers are those related to cancer and/or involving children. Approximately half of respondents say they prefer to ignore the images that appeal to fear while almost the entire sample confirmed that would think about quitting if they could notice messages that pointed to such benefits. Interviewees perceived the messages are most effective when they intent to produce a set of positive messages and also confirmed that messages endorsed by celebrities who do not smoke would serve as inspiration for the greater encouragement to the decision to smoking stoppage.