No description available.

The content of the Diploma "Analysis of Communication Anti-Smoking Campaigns" is firstly the introduction of the issue of social campaigns, its marketing principle and also important elements and aspects which are typical for these campaigns. There is also the presentation of tobacco policy in the Czech Republic and the environment in which we operate. Another important part of the Diploma shows the specific anti-tobacco campaigns and projects that have been realized both in the Czech Republic and the other states and presents analysis of their communication and the key elements and forms which are used in campaigns. Then there is presented a research, which was conducted through a questionnaire and which was answered by 256 respondents. Its main objective was to determine the attitudes and opinions of Czech public towards antismoking policies, their personal experience with specific campaigns and also the perception of policy and consumption of tobacco in the country. Many interesting results emerged from the research. Most of the respondents do not consider anti- smoking policy in the Czech Republic too intense, they also do not trust the effects of anti- smoking campaigns, and they would appreciate harsher and more naturalistic advertising and stricter rules on the use of tobacco and cigarettes.

As societies across the world are facing grim problems regarding the consumption of tobacco products and alcohol, the Governments of these societies are adapting their strategies to reduce the consumption of these harmful products. These demarketing strategies are implemented to discourage the use of these products and increase the health of consumers. These strategies include a strenuous legal limit when driving under the influence of alcohol, enforcing the placement of warning labels on both cigarette packages as well as alcoholic beverages. Also included are penalties when failing to adhere to these laws, increasing prices, limiting the availability, restricting promotion and advertising, the list goes on. It is therefore seen fit to examine the attitudes of black Generation Y students’ towards the demarketing of smoking and alcohol consumption, because of the research gap concerning black Generation Y students. The primary purpose of this research study was to conclude the attitudes towards the demarketing of smoking and alcohol consumption amongst black Generation Y students within South Africa, and more specifically the Vaal Triangle region. The target population for this study comprised black Generation Y students, aged 18 to 24. A non-probability convenience sample of 200 respondents at each of the two higher education institutions was randomly chosen to participate in this research study making the total sample size 400. A self-administered questionnaire was handed out to each of the respondents to complete. The questionnaire consisted of three sections; Section A – demographical information, Section B – tobacco questionnaire and Section C – alcohol questionnaire. It was required of the respondents to complete the three sections, indicating their agreement or disagreement towards demarketing on a five-point Likert scale. The literature review included in this study comprised marketing as an organisational philosophy and function, market segmentation, targeting and positioning, as well as demarketing. The traditional marketing mix, consumption patterns within South Africa concerning smoking and alcohol, demarketing as a form of social responsibility were also discussed. The term demarketing, the marketing mix in terms of demarketing and the Generation Y cohort were also included within the literature review. The main finding obtained from the main survey questionnaire was that black Generation Y students’ had a positive attitude towards the demarketing of smoking and alcohol consumption. The remaining findings obtained are discussed in order to enhance the understanding of the black Generation Y students’ cohort attitudes. The recommendations for this study are given to guide the successful implementation of demarketing of cigarettes and alcohol. It is concluded from the research, that black Generation Y students’ attitudes towards the demarketing of smoking and alcohol consumption is positive, and that they are in favour of persuading consumers to reduce consumption and ultimately quit the consumption of these products. Therefore, organisations and the Government should continue to implement these demarketing strategies towards smoking and alcohol, especially amongst the black Generation Y students. / Thesis (MCom (Marketing management))--North-West University, Vaal Triangle Campus, 2013

Contexte: Plusieurs études ont démontré que les indices environnementaux associés à la cigarette peuvent provoquer des envies de consommer (« cravings ») chez les fumeurs, ce qui nuit aux efforts d’abandon de la substance et favorise le maintien du tabagisme. Un bon nombre d’études en imagerie cérébrale ont examiné les bases neurophysiologiques de cette caractéristique clinique. Le tabagisme se caractérise aussi par l’incapacité des représentations négatives de la consommation (méfaits médicaux et sociaux) d’influencer la consommation des fumeurs. Étonnamment toutefois, très peu de travaux de recherche se sont intéressés à examiner les bases neurophysiologiques de cette insouciance envers les méfaits de la cigarette chez les fumeurs. En utilisant l'imagerie cérébrale fonctionnelle, l'objectif de cette étude était: d’examiner la réponse neurophysiologique des fumeurs chroniques à des images qui illustrent les effets négatifs de la cigarette (campagne anti-tabac); d’examiner le caractère affectif de cette réactivité utilisant des conditions contrôles (c.-à-d., images aversives non-liées au tabac et appétitives liées au tabac); d'examiner la connectivité fonctionnelle durant cette tâche entre les systèmes affectifs et exécutifs (une interaction qui peut favoriser ou entraver l'impact des évènements aversifs). Méthodes: 30 fumeurs chroniques ont passé une session de neuroimagerie durant laquelle ils devaient regarder des images appétitives et aversives de cigarettes, des images aversives non-reliées au tabac et des images neutres. Résultats: Les images aversives liés au tabagisme suscitent une plus grande activation dans le cortex médial préfrontal, l'amygdale, le gyrus frontal inférieur et le cortex orbitofrontal latéral en comparaison avec les images neutres, mais une moins grande activation dans des structures médiaux / sous-corticales comparé aux images aversives non-reliés et images appétitives reliées aux tabac. L’activité du système exécutif présente une connectivité fonctionnelle négative avec le système affectif lorsque les images aversives sont liées au tabac, mais pas quand elles ne le sont pas. Conclusions: Le modèle d'activation du cerveau observé suggère qu’il y a un biais dans la réactivité des fumeurs chroniques lorsqu’ils observent des représentations négatives de la consommation du tabac. L’activité du système exécutif cérébral semble promouvoir chez les fumeurs une baisse d’activité dans des régions impliquées dans la genèse d’une réponse physiologique affective; il s’agit d’un mécanisme qui permettrait de réduire l’impact persuasif de ces représentations des méfaits de la cigarette sur la consommation des fumeurs. / Background: Studies have shown that appetitive smoking-related stimuli trigger important cravings in smokers which promote the maintenance of smoking behavior. Neuroimaging studies have been valuable in elucidating the mechanisms underlying this clinical feature. However, another important but under-explored feature of tobacco dependence is the inability for aversive smoking-related stimuli, such as anti-smoking campaigns, to influence this craving and smoking response. Using functional magnetic resonance imaging, the goal of this study was three-fold: to examine the neurobiological response of chronic smokers when processing aversive smoking-related cues; to further characterize this response using control conditions (i.e., aversive nonsmoking-related, appetitive smoking-related cues); to examine the pattern of functional connectivity during this task between executive and affective systems that may interact in ways that promote or hinder the impact of aversive events. Methods: Thirty chronic smokers passively viewed aversive smoking-related, aversive nonsmoking-related, appetitive smoking-related and neutral images presented in a block design while being scanned. Results: Aversive smoking-related stimuli elicited significantly greater activation in the medial prefrontal cortex, amygdala, inferior frontal gyrus and lateral orbitofrontal cortex than neutral stimuli. Aversive smoking-related stimuli elicited lower activation in medial/subcortical structures compared to the processing of aversive nonsmoking-related and appetitive smoking cues. Executive and affective systems are negatively associated when aversive cues are smoking-related, but not when nonsmoking-related. Conclusion: The brain activation pattern observed suggests that chronic smokers experience an aversive response when processing aversive smoking related stimuli, however we argue that the latter triggers a weaker negative emotional and driving response than the aversive nonsmoking-related and appetitive smoking-related cues respectively. Executive systems, activated during aversive smoking-related processing, may act to down-regulate activity in regions key to an affective and persuasive response; a mechanism that may reduce the extent to which “feeling bad” affects a change in behavior.

As societies across the world are facing grim problems regarding the consumption of tobacco products and alcohol, the Governments of these societies are adapting their strategies to reduce the consumption of these harmful products. These demarketing strategies are implemented to discourage the use of these products and increase the health of consumers. These strategies include a strenuous legal limit when driving under the influence of alcohol, enforcing the placement of warning labels on both cigarette packages as well as alcoholic beverages. Also included are penalties when failing to adhere to these laws, increasing prices, limiting the availability, restricting promotion and advertising, the list goes on. It is therefore seen fit to examine the attitudes of black Generation Y students’ towards the demarketing of smoking and alcohol consumption, because of the research gap concerning black Generation Y students. The primary purpose of this research study was to conclude the attitudes towards the demarketing of smoking and alcohol consumption amongst black Generation Y students within South Africa, and more specifically the Vaal Triangle region. The target population for this study comprised black Generation Y students, aged 18 to 24. A non-probability convenience sample of 200 respondents at each of the two higher education institutions was randomly chosen to participate in this research study making the total sample size 400. A self-administered questionnaire was handed out to each of the respondents to complete. The questionnaire consisted of three sections; Section A – demographical information, Section B – tobacco questionnaire and Section C – alcohol questionnaire. It was required of the respondents to complete the three sections, indicating their agreement or disagreement towards demarketing on a five-point Likert scale. The literature review included in this study comprised marketing as an organisational philosophy and function, market segmentation, targeting and positioning, as well as demarketing. The traditional marketing mix, consumption patterns within South Africa concerning smoking and alcohol, demarketing as a form of social responsibility were also discussed. The term demarketing, the marketing mix in terms of demarketing and the Generation Y cohort were also included within the literature review. The main finding obtained from the main survey questionnaire was that black Generation Y students’ had a positive attitude towards the demarketing of smoking and alcohol consumption. The remaining findings obtained are discussed in order to enhance the understanding of the black Generation Y students’ cohort attitudes. The recommendations for this study are given to guide the successful implementation of demarketing of cigarettes and alcohol. It is concluded from the research, that black Generation Y students’ attitudes towards the demarketing of smoking and alcohol consumption is positive, and that they are in favour of persuading consumers to reduce consumption and ultimately quit the consumption of these products. Therefore, organisations and the Government should continue to implement these demarketing strategies towards smoking and alcohol, especially amongst the black Generation Y students. / Thesis (MCom (Marketing management))--North-West University, Vaal Triangle Campus, 2013

Diploma thesis "Assesement of effects of antismoking policy focused on children and teenagers" deals with the problem of young smokers, whose numbers are not significantly decreasing in the Czech republic despite broad range of measures taken in recent years. Efficiency and funcionality of those measures leading to the protection of children and health promotion as well as the proposed solutions of battle against tobacco companies' marketing are evaluated. Czech republic legislation and its effects on children's cigarette consumption is therefor analyzed. Moreover, possible solutions in form of WHO's proposals are introduced.

This thesis examines the persuasiveness of anti-smoking television advertisements aimed at teens and produced by Philip Morris's Youth Smoking Prevention Program and the American Legacy Foundation's truth campaign. The advertisements are analyzed rhetorically using Kenneth Burke's dramatistic approach, supplemented by theory related to persuasive advertising, characteristics of at-risk adolescents, persuasive attack, and persuasive defense (apologia). The analysis indicates that strong central themes present in both the Philip Morris and truth campaigns act as a means of rhetorical persuasion, but are not necessarily rhetoric designed to persuade adolescents not to smoke cigarettes. The truth campaign advertisements contain both strengths and weaknesses. The weakness of the truth ads is related to an over-reliance on allegory-type scenarios meant to communicate anti-smoking sentiments and the theme of manipulation. Truth ads that contain clearer messages conveyed by appealing central characters are a more effective means of communicating not only an anti-smoking ideology, but also the theme of adolescent empowerment. This thesis's analysis more alarmingly indicates that the Philip Morris ads are in no way an effective means of smoking prevention. The Philip Morris campaign acts as a persuasive defense with the intended purpose of image repair and may encourage adolescents to think of Philip Morris and their tobacco products in a positive light. Conclusions suggest that due to the vast impact of media the glorifies smoking and other self-injurious behaviors; infrequent appearance of pro-social media appeals; insidious coercive tactics of the tobacco industry; possible limitations in determining the effectiveness of pro-social media appeals due to adolescent self-perception (or third person effect variables); and lack of attention paid to more vulnerable or at-risk youth, the real need may not be better pro-social media campaigns, but rather media literacy campaigns. In doing so, youth may become empowered, critical thinkers able to make life choices based on personal preference and the desire for self-fulfillment, instead of being coerced into a belief system induced by the bombardment of media.

This diploma thesis deals with the development of tobacco control legislation with the main focus on the Act on protection of health against harmful effects of addictive substances with accent on smoking regulation in restaurants. The main line of this thesis is to determine the competing rhetorical frameworks and the main actors representing the individual frameworks which they present on the level of arguments and then to compare the development of narrative over time. At this level, the thesis focuses on the analysis of the presented rhetorical frameworks with the aim of discussing possible specific attributes that facilitated the process of reframing opposition actors, namely using the rhetorical strategy of narrative attributes of storytelling, technical terms, imagery or comparison. These goals were achieved by using a qualitative analysis of media outcomes and by using public policy documents, legal standards and other relevant documents. Theoretical support for answering the set forth questions was a frame analysis, which was conceptualized on the field of public policy by Rein and Schön along with the theory of social construction of target population conceptualized by Schneider and Ingram. In this thesis, written under the auspices of the case study, four main competing frames were...