- Anti%smoking+TV+adverts+contribute+towards+reducing+
smoking+prevalence+by+preventing+cigare:e+uptake,+ encouraging+qui:ing+[1]+and+increasing+calls+to+quitline+[2].+B
- Adverts+with+personal+testimonial+and/or+graphic+imagery+
show+higher+ability+to+elicit+negative+emotional+response+ [3,4].+B
- There+is+still+no+advert+depicting+personal+testimonial+of+
actual+cancer+patients+in+Malaysia.+Testimonial+of+a+62%year+
- ld+Malay+man+who+survived+neck+cancer+was+
videotaped+and+evaluated+qualitatively+using+focus+group+ discussions.B
B
[1]National+Cancer+Institute.+Assessing+the+effectiveness+of+mass+media+in+discouraging+smoking+behavior.+The$Role$of$the$Media$in$Promoting$3 $$$$$and$Reducing$Tobacco$Use.$Bethesda,+MD:+Department+of+Health+and+Human+Services,+2008,+479%546.B [2]Mosbaek+CH,+et+al.+The+association+between+advertising+and+calls+to+a+tobacco+quitline.++Tob$Control$2007;+16(Suppl.+1):+i24%9.B [3]Terry%McElrath+Y,+et+al.+The+effects+of+anti%smoking+advertisement+executional+characteristics+on+youth+comprehension,+appraisal,+recall,+B +++and+engagement.$J$Health$Commun$2005;+10:127%43.B [4]Durkin+SJ,+Wakefield,+MA,+&+Spi:al+MJ.+Which+types+of+televised+anti%tobacco+campaigns+prompt+more+quitline+calls+from+disadvantaged+B +++++groups?+Health$Education$Research$2011;+26(6):+998%1009.B
EVALUATION2OF2AN2INNOVATIVE2ANTI4SMOKING2 ADVERTISEMENT2USING2A2NECK2CANCER2 PATIENT’S2TESTIMONIAL2IN2MALAYSIAB