Resumo

SOUZA, Amanda Sena de  e  CAMPOS, Claudinei José Gomes. Aversive images advertized on cigarette packages: the meanings that assigned by students of a state university in the health area. SMAD, Rev. Eletrônica Saúde Mental Álcool Drog. (Ed. port.) [online]. 2011, vol.7, n.1, pp. 38-44. ISSN 1806-6976.

This qualitative case study was performed with the purpose to analyze the meanings that smoking university students in the health area assign to advertisement using aversive images stamped on tobacco products and the effects on their smoking behavior. A visual presentation of the images was used along with an interview using semi-structured questions applied to ten students in the health area. The data was submitted to thematic content analysis. In conclusion, cognitive behavior does not guarantee a healthy behavior and there is dissociation between the aversive images advertized on cigarette packages and its contents, thus it does not comply integrally with its purpose.

Palavras-chave : Smoking; Students, Health Occupations; Propaganda.

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