DISCUSSION & CONCLUSION:
There has been any research conducted before on smoking which respects to its packaging, plain packaging, and health warnings using experimental designs. Research conducted in the past identifies the basic principles to quit smoking with help of Protection Motivation Theory and graphical warnings. (Kees. at el.2006) Experimental studies conducted in the past states those visuals warnings creates fear and have negative effect on emotional respondents. It can also reduce the attractiveness of packs for cognitive respondents and can also help in quitting smoking and prevent non-smokers from starting it. [i]The present research explores the topic with help of plain packaging along with visuals warning which is very useful tool in motivating smokers to quit. It provides extra assistance by adding new methods to judge opinions of people to existing literature by self efficacy and showing pictorial visuals about the disease caused by excessive smoking. Smokers in countries like France, Canada and United Kingdom never paid attention the warnings on the packs as they were repeated, outdated and lacked innovation. To overcome this gap, system of rotating messages should be undertaken which will develop a sense of innovativeness and warnings on the packs should be changed periodically.[ii] This research helps in spreading social awareness and promotes social marketing with the help of pictorial visuals and warning messages. The elaboration likelihood model can be applied which states that messages can be processed to individuals by two means i.e., central and peripheral. The central route consists of overall information, ideas and arguments.[iii] Peripheral route consists of means like use of colors making it more imaginative and descriptive or celebrity endorsements to grab attention of viewers.[iv] Similarly, individuals can be convinced by ideas and arguments (central route) and use of colors and pictures (peripheral route) makes it more attractive. Pictorial and visuals warnings make the idea of getting convinced in both manners spreading it more effectively and efficiently. The finding shows that visuals warnings are more effective with textual messages on it. Health and social messages attracted the respondents because of fear. So, there is positive relationship between fear and effectiveness response of the respondents due to cognitive, emotional and behavioral nature. There are also suspicious responses because of fear. Self efficacy warning after fearing visuals was tested in order to overcome the reactions of respondents. There was a negative result for first self efficacy warning as respondents believed that was no link between doctors testing blood level. So, proper visuals should be used with accurate and exact warnings on it and should match with the subject. The negative feedback on some visuals was because it was not clear and some lacked credibility. This research help to know reactions of people in United Kingdom towards smoking, plain packaging, disease caused by excesses smoking and how successful visuals and textual messages are to stop smoking among smokers and prevent non-smokers from smoking. Moreover, further research on warning can also be conducted on alcohol, drug abuse and obesity.
1998;38(5):285–330.
[iii] Benoit, William L., Stephenson, Michael T., and Tschida, David A. (2001, Winter): Communication Studies 52.4. Retrieved May 20, 2003 from the Academic
Search database.
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