Keywords: anti-smoking habit advertisement, information on the effect of smoking habit.
Bambang Agus Purwanto, Prahastiwi Utari, Yant Mujiyanto
LPPM UNS, DP2M, Penelitian, Hibah Bersaing, 2009
This research aims to develop a model of anti-smoking advertisement in the graphical media based on the data from teenagers so that its development is bottom-up rather than top-down in nature. This study belongs to survey research for obtaining the information map about the effect of smoking habit the teenagers need as well as its delivery form in the anti-smoking ads through the preferred graphical media through questionnaire and in-depth interview. Then, the draft of advertisement model is designed including the anti-smoking message and illustration based on the data map that than was evaluated through the focus group discussion with the audience. The subject of research includes the primary audience (Junior High School’s, Senior High School’s and College Students), secondary audience (parents and teachers) and tertiary audience (stakeholders) in Surakarta and Karanganyar.
Based on the result of research, it can be drawn the following conclusion. First, information on the effect of smoking habit the audiences need includes the one on nail and hand, mouth, skin, internal organ, psychical, family economical, weather health, and the one on natural preservation. In addition, the information includes the strategy of avoiding the desire to smoke a cigarette and the prior cause of smoking habit. Second, information delivery about the effect of smoking preferred by the teenagers is the one reflecting on the teenagers’ voice, that is, it is delivered using a variety of talk or popular language, not in standard language. For that reason, the message delivery in this ads has relaxed and humorous nuances, rather than serious and fearful. In addition, the meaning of language considered as compatible is the denotative meaning, not connotative one.