Home Journal List Paradigms Vol 14 Article Details

Advertisement Campaigns and Human Behavior

Abstract

The consumption of tobacco products and exposure to tobacco smoke is generally considered as the one of the main preventable causes of death. According to an estimate, it is responsible for about 6 million deaths per year, mostly occurred in developing countries as the developing countries have suffered almost 70% impact of this toll, which can be doubled in the next 20 years. Tobacco use is a global challenge endangering public health which requires all stakeholders of society to initiate collective efforts to save future generations from an assortment of undesirable effect, ranging from ordinary respiratory problems to cancer and permanent deaths. This quantitative study while adopting survey as research method is an effort to examine the viewpoint of 1000 respondents below the age of 25 years chosen randomly preferably from educational institutions including medical colleges of Sindh and Punjab. The study has examined the advertisement on prohibition of tobacco and its growing consumption viz-a-viz the halfhearted attempts by the authorities to restrain this menace on the loose. The findings of the study revealed that most of the youngsters were involved in this social evil which requires massive effective campaigns on all formats of media across the country. Furthermore, the study has unshielded loopholes in complex legislation, poor implementation of existing laws, various aspects of marketing communication whose sole objective is to popularize tobacco products, which must be shunned at once. Influence of peers, friends, relatives and members of the family cannot be negated in adopting this social evil. The study may also open new horizons for future researchers to explore new ways to curb this menace from Pakistan and from the entire world in general.

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