Jump to full article: Channel NewsAsia (sg), 2003-01-02
Intro: The Cancer Council of Victoria hopes to shock people into quitting with these shock anti-smoking advertisements, being broadcast across the country.
But are they enough to get across vital public health messages?
Behavioral scientist, David Hill, thinks so.
"It creates a visceral response, a 'yuck' response, and it's associated with a behaviour like smoking. We think that when people go to light a cigarette or see someone lighting up a cigarette that image will come to mind. . .
But others believe that viewers will eventually become immune to the ads, or might react against the hard sell message.
"You do really run the risk of turning people away and nagging them. People don't like to be nagged. The surest way to not change someone's mind is to be overly confrontational with them," reasoned marketing expert Con Stavros of the Royal Melbourne Institute of Technology.
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