Table 2.
Campaign | Coding | Advertisement description |
---|---|---|
Emotional consequences (Anthony Hicks) 14 | Theme: smoking cessation | Featured Anthony Hicks, a 58-year-old smoker with throat and lung cancer, lying in a hospital bed struggling to breathe. Mr Hicks talks about his illness and how his daughter is due to visit him. The following image says he died 10 days after filming, and never got to see his daughter again |
Informational content: negative health and emotional consequences of smoking | ||
Emotional content: negative | ||
Style: testimonial | ||
Reasons 15 | Theme: smoking cessation | Featured a number of adults talking about their reasons for giving up smoking. Advertisement showed parents talking about all the things they're looking forward to doing with their children. These included weddings; teaching their kids to drive; special holidays; and holding their grandchildren |
Informational content: positive consequences of quitting, how to quit | ||
Emotional content: positive | ||
Style: acted scenes |