Thesis (BA Communication Arts) -- University of the Philippines Mindanao, May 2016

Smokers find the first-hand smoking framed video PSAs irrelevant and too easy to ignore because of its repetitive and logical concept. With this, the study tests the effectiveness of second-hand smoking framed video PSA on the smokers? intentions to avoid smoking in the presence of other people and to quit smoking. The study explores how this framing affects the attitudes and perceptions of the smokers using the pre-test-post-test research design, guided by the Extended Parallel Process Model (EPPM). This quasi-experiment is conducted involving 60 randomly selected smokers from Barangay Talomo Proper, Davao city. 30 participants are exposed to first-hand smoking PSAs and the other 30 are exposed to second-hand smoking PSAs. Mann Whitney U-test and Wilcoxon Signed Rank Test reveals that second-hand smoke framing in video PSAs are effective on the smokers? intentions to avoid smoking in the presence of other people and to quit smoking. Moreover, the levels of perceived efficacy, perceived threat, guilt, fear, motivation and intention of the participants exposed to second-hand smoking PSAs are higher compared to the participants who are exposed to first-hand smoking video PSAs. The result show that the participant who are exposed to second-hand smoking video PSAs accept the message presented to them that lead to protection motivation and to danger control process, thus, accepting the message. The result suggest that the use of second-hand smoke framing in video PSAs can be used in encouraging smoking cessation among members.