ScholarWorks@중앙대학교

초록

Health riskstobacco use have become a long-term problem in the public health sector, and many countries around the world are enhancing image and text alerts on tobacco packages to raise risk awareness and promote smoking cessation behavior. Against this background, tobacco packages are not only a medium of health information, but also an important visual medium of brand image and brand perception. There are differences in warning intensity and expression methodscountry to country, which can lead to various responsessmokers in terms of cognition, emotion, and intention to act. In this study, the relationship between visual warning intensity, risk perception, emotional response, and smoking cessation intention was verified by comparing the propagation effect of visual warning re-design of cigarette packages in Korea and China. Based on the theory of health communication, we conducted visual warning re-designs for Chinese tobacco packages, while also establishing an analytical framework and conducting statistical tests through surveys. The results showed that visual warning intensity significantly improved risk perception, and first, visual warning in Korea was significantly superior to Chinese re-design in improving risk perception. Second, the visual warning format has a significant impact on emotional responses, image warnings in Korea are prone to fear and discomfort, and China has redesigned it to activate positive health associations. Third, in terms of the intention to quit smoking, China's re-design promotion effect is significantly higher than Korea's image warning, which showed that the reinforcement of risk awareness, fear, and discomfort necessarily leads to a higher intention to quit smoking. Studies have shown that there are two differentiated pathways for tobacco package visual warning: threat ventilation and positive incentives, which provide cross-cultural evidence for visual warning package design optimization and smoking cessation health communication strategies.

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