Tobacco Packaging as Communication Tool: The Effectiveness of Tobacco Plain Packaging on Young People’s Perception
Article Sidebar
Main Article Content
Abstract
Thailand has been one of the countries which have implemented the world’s most advanced tobacco marketing communications control policies. Tobacco packages are the only tool used by tobacco companies to inform about the brand towards new generation smokers. This experimental research explores attitudes of young people, aged 15-24 years old on backgrounds of cigarette packages, both plain and those with 85% Pictorial Health Warning (PHW). The result suggested that plain packages may reduce the incentive attraction among young people. The most effective color was dark olive green or Munsell 10Y 5/6 combined with 85% PHW of oral cancer because it enhanced the negative perception. The plain package does not only reduce the incentive attraction on the cigarette package but also increases the effectiveness of the PHW’s value and policy.
Downloads
Article Details
บทความทุกบทความเป็นลิขสิทธิ์ของวารสารวิชาการมนุษยศาสตร์และสังคมศาสตร์ มหาวิทยาลัยบูรพาเท่านั้น
References
Babineau, K., & Clancy, L. (2015). Young people’s perceptions of tobacco packaging: a comparison of EU Tobacco Products Directive & Ireland’s Standardisation of Tobacco Act. BMJ Open, 5(6), doi:10.1136/bmjopen-2014-007352.
Clow, K. E., & Baack, D. (2014). Integrated advertising, promotion, and marketing communications. Boston: Pearson.
Department of Health and Ageing. (2011). Market research to determine effective plain packaging of tobacco products. Sydney: GfK bluemoon.
Drovandi, A., Teague, P. A., Glass, B., & Malau-Aduli, B. (2019). A systematic review of the perceptions of adolescents on graphic health warnings and plain packaging of cigarettes. Systematic reviews, 8(1), 25, doi:10.1186/s13643-018-0933-0.
Framework Convention Alliance. (2008). Packaging and labelling. Retrieved from https://www.fctc.org/packaging-and-labelling/.
Freeman, B., Chapman, S., & Rimmer, M. (2008). The case for the plain packaging of tobacco products. Addiction, 103(4), 580-590.
Gallopel-Morvan, K., Gabriel, P., Le Gall-Ely, M., Rieunier, S., & Urien, B. (2013). Plain packaging and public health: the case of tobacco. Journal of Business Research, 66(1), 133-136.
Germain, D., Wakefield, M. A., & Durkin, S. J. (2010). Adolescents’ perceptions of cigarette brand image: Does plain packaging make a difference? Journal of Adolescent Health, 46(4), 385-392.
Hammond, D. (2010). “Plain packaging” regulations for tobacco products: the impact of standardizing the color and design of cigarette packs. Salud Publica de Mexico, 52(suppl 2), S226-S232.
Hammond, D., White, C., Anderson, W., Arnott, D., & Dockrell, M. (2014). The perceptions of UK youth of branded and standardized, ‘plain’ cigarette packaging. European Journal of Public Health, 24(4), 537-543.
Lacave-García, B., Rey-Pino, J. M., Gallopel-Morvan, K., Moodie, C., Fernández, E., & Nerín, I. (2018). Perceptions of plain cigarette packaging among smokers and non-smokers in Andalusia (Spain). Gaceta Sanitaria, doi.org/ 10.1016/j.gaceta.2018.04.009.
Lempert, L. K., & Glantz, S. (2017). Packaging colour research by tobacco companies: the pack as a product characteristic. Tobacco Control, 26(3), 307-315.
Moodie, C., Ford, A., Mackintosh, A. M., & Hastings, G. (2012). Young people’s perceptions of cigarette packaging and plain packaging: an online survey. Nicotine & Tobacco Research, 14(1), 98-105.
Moodie, C., & Hastings, G. (2010). Tobacco packaging as promotion. Tobacco Control, 19(2), 168-170.
Percy, L. (2018). Strategic integrated marketing communications. New York: Routledge.
Pitayarangsarit, S., & Punkrajang, P. (2018). Statistics on tobacco consumption in Thailand. Bangkok: Tobacco Control Research and Knowledge Management Center. (In Thai)
Rossiter, J. R., Percy, L., & Bergkvist, L. (2018). Marketing communications: Objectives, strategy, tactics. Thousand Oaks, CA: SAGE.
Shankleman, M., Sykes, C., Mandeville, K. L., Di Costa, S., & Yarrow, K. (2015). Standardised (plain) cigarette packaging increases attention to both text-based and graphical health warnings: experimental evidence. Public Health, 129(1), 37-42.
Silpasuwan, P., Viwatwongkasem, C., Auemaneekul, N., Sompopcharoen, M., Satitvipawee, P., & Sirichotiratana, N. (2013). Impacts of plain cigarette package on responsive behaviors of cigarette smoking among teenagers in Thailand. Bangkok: Tobacco Control Research and Knowledge Management Center. (In Thai).
The Office of Parliamentary Counsel, Canberra. (2018). Tobacco plain packaging regulations 2011. Federal Register of Legislation, Australian Government. Retrieved from https://www.legislation.gov.au/Details/F2018C00935.
Wakefield, M., Coomber, K., Zacher, M., Durkin, S., Brennan, E., & Scollo, M. (2015). Australian adult smokers’ responses to plain packaging with larger graphic health warnings 1 year after implementation: Results from a national cross-sectional tracking survey. Tobacco Control, 24(suppl 2), ii17-ii25.
Wakefield, M., Morley, C., Horan, J. K., & Cummings, K. M. (2002). The cigarette pack as image: new evidence from tobacco industry documents. Tobacco Control, 11(suppl 1), i73-i80.
White, C. M., Hammond, D., Thrasher, J. F., & Fong, G. T. (2012). The potential impact of plain packaging of cigarette products among Brazilian young women: an experimental study. BMC Public Health, 12(1), 737, doi:10.1186/1471-2458-12-737.
World Health Organization. (2018). Tobacco plain packaging: Global status update. Geneva: World Health Organization.
World Health Organization. (2019). Tobacco: Leading cause of death, illness and impoverishment. Retrieved from https://www.who.int/news-room/fact-sheets/detail/tobacco