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Monteverde youth perceptions of pro- and anti-Tobacco advertising in Costa Rica [PowerPoint]

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Material Information

Title:
Monteverde youth perceptions of pro- and anti-Tobacco advertising in Costa Rica PowerPoint
Translated Title:
Percepciones de los jóvenes de Monteverde hacia los afiches a favor y en contra del tabacoen Costa Rica PowerPoint ( )
Physical Description:
Book
Language:
English
Creator:
Lee, Joanne
Publication Date:
Frequency:
normalized irregular

Subjects

Subjects / Keywords:
Teenagers--Tobacco use--Costa Rica--Puntarenas--Monteverde Zone
Advertising--Tobacco----Puntarenas--Monteverde Zone
Youth----Costa Rica--Monteverde--Puntarenas
Cigarette smokers--Costa Rica--Puntarenas--Monteverde Zone
Community Health 2004
Genre:
Books/Reports/Directories
Books/Reports/Directories

Notes

Summary:
A Power Point on the youth perceptions of tobacco advertising in the Monteverde region of Costa Rica.
Summary:
Un Power Point de las percepciones de la juventud de la publicidad del tabaco en la región de Monteverde de Costa Rica.
Language:
EN

Record Information

Source Institution:
University of South Florida Library
Holding Location:
University of South Florida
Rights Management:
All applicable rights reserved by the source institution and holding location.
Resource Identifier:
usfldc doi - M38-00050
usfldc handle - m38.50
System ID:
SFS0000244:00001


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Full Text

PAGE 1

Monteverde Youth Perceptions of Pro and Anti Tobacco Advertising in Costa Rica Joanne Lee, Harvard College Sandra Oh, University of California, Santa Cruz Diana Oliva, University of California, Berkeley Myriam Scally, Monteverde Institute Public Health Course, 2004

PAGE 2

Introduction Health hazards associated with smoking Youth as a target of tobacco companies Based on previous study Huberth Blanco Lizano, representative from Instituto sobre Alcoholismo y Farmocodependencia (IAFA) Preventative campaigns Youth perceptions Interventions

PAGE 3

Purpose and Hypothesis Purpose To evaluate youth perceptions towards pro and anti tobacco advertising in the Monteverde zone Hypothesis While pro tobacco advertisements entice youth (ages 14 18 years) to become smokers and/or to continue smoking, anti tobacco advertisements do not adequately target them.

PAGE 4

Methods Preliminary research Community members interviewed for general perceptions on tobacco Literature search IAFA: Huberth Blanco Lizano Design Survey Focus groups

PAGE 5

Methods II Sample population Students 14 18 years of age from the Colegio de Santa Elena Recruitment Mini presentation Sign up sheet Free food and salsa dance lessons offered as an incentive Oral parental consent Via telephone

PAGE 6

Methods III Participant written consent Survey Quantitative/Qualitative Demographics Advertisements Group discussion Two days, three focus groups Data Management Tape recording Transcription Translation

PAGE 7

Survey

PAGE 8

Results Data Analysis Survey Likert like scale Measures participant s desire to smoke Identify keywords Clustered keywords into themes

PAGE 9

Results II: Likert like Scale 1 4 5

PAGE 10

Results III: Likert like Scale 2 3 6

PAGE 11

Results IV: Survey Themes Table 2: ANTI TOBACCO ADVERTISEMENTS QUESTION 1: What calls your attention the most in this poster? MAIN THEME WORDS OCCURENCES calavera calavera, huesos, cara 6 no fumar prohibido fumar, no fumar, el area de no fumar, prohibido 15 QUESTION 2: How does this poster make you feel? MAIN THEME WORDS OCCURENCES dano dana, no es bueno fumar, danino, causar enfermedades, danino para la salud, danar 6 Survey Themes Pro Oferta : rebaja, promoci n Cigarrillo : cigarro, fumado Asco : desagradable, desprecio Anti Dao : daa, causar enfermedades Calavera : huesos, cara No Fumar : prohibido fumar Table 1: PRO TOBACCO ADVERTISEMENTS QUESTION 1: What calls your attention the most in this poster? MAIN THEME WORDS OCCURENCES cigarillo cigarro, fumando, insentivar al fumado, cigarillos, fumado 17 oferta promocion, rebaja, oferta, barato precio, paquete, mismo precio, se bajan, oportunidad, abundancia, mas, monton 15 QUESTION 2: How does this poster make you feel? MAIN THEME WORDS OCCURENCES asco asco, repusividad, desagradable, malo, no tiene ganas, desprecio, incomodidad 7 oferta bajar el precio, compran, aprovechar, promocion, rebajas, traen mas, ganar mas en un instante 10

PAGE 12

Results V Data Analysis Focus Group Themes Pro Relajados Promocin Ganar Autentico Anti Dao Prohibicin Muy simple

PAGE 13

un buen paquete para las personas que tienen con un vicio. ¡ Est ofreciendo cosas a un precio

PAGE 14

¡

PAGE 15

tuanis

PAGE 16

fumen lo ven y ven que les hace

PAGE 17

Conclusions Pro tobacco advertising is more effective than anti tobacco advertising for participants Youth identify with pro advertising Youth are aware of the ill effects of smoking, as well as the tobacco driven goals Youth desire more resources in their community

PAGE 18

Limitations of Study Only female participants Possible discomfort of participants in answering discussion questions Youths lack of interest towards tobacco related issues Non smokers only Isolated to Colegio of Santa Elena Poor access Small sample size

PAGE 19

Recommendations for Future Studies Youths recommendations Telephone help line People to respect the smoking and non smoking areas More anti tobacco advertising to be placed in schools, super markets, pulperias, etc. Workshops With former smokers who have suffered the ill effects of smoking Communicate the realities of smoking Youth designed posters

PAGE 20

Recommendations for Future Studies II Youth poster designs Before and after pictures of smokers Do not write the most important information in the smallest font Make the anti tobacco advertisements larger than the pro tobacco advertisements Cartoon drawings Creating smoking areas restricted to adults

PAGE 21

Recommendations for Future Studies III Future Research Male youth perceptions Expand beyond Sta. Elena Colegio Examine enforcement and production of anti tobacco policies Youth perceptions towards drugs other than tobacco

PAGE 22

Acknowledgments We would like to thank: Huberth Blanco Lizano, Representative from IAFA Lynn Morgan, Ph.D., M.A., Mt. Holyoke College David Himmelgreen, Ph.D., Univ. of South Florida Nancy Romero Daza, Ph.D., Univ. of South Florida Elsa Batres Boni, B.A., Monteverde Institute Gaudy Picado, Monteverde Institute And thank you to everyone else who participated in our study!


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Un Power Point de las percepciones de la juventud de la publicidad del tabaco en la regin de Monteverde de Costa Rica.
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Advertising--Tobacco----Puntarenas--Monteverde Zone
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Cigarette smokers--Costa Rica--Puntarenas--Monteverde Zone
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