Amputation
Notes A What thoughts do you have when you see this
picture?
F2 Disgusting Disgust
F4 Blue background Fake
F3 Photoshopped, very bright, colorful Fake
M1 Photoshopped Fake
F5 Catch attention, fastidious people Catch attention F1 I am fastidious, catch attention Catch attention F5 Don‟t think it will help me to quit Disagree F2 Don‟t help me to quit, feel uncomfortable Disagree M2 No need to look at pack while smoking Avoid
F2 Want to flip the pack Avoid
F5 Make me put cigarette off Avoid
F1 Want to tear the picture off Avoid
M2 Only for too fastidious people
A Do you think that this topic should be used on cigarette packs?
F4 Show differently, part of leg Change design M2 Don‟t understand how smoking leads to
amputation
Social smoking will lead to amputation?
Strange
Don‟t believe
M2 Don‟t agree Disagree
M1 It will not happen to me Don‟t place to self
F4 Anything but not this Disagree,
Don‟t place to self
F1 No logic Disagree
M2 Not logical Disagree
M2 Image is not good Change design
M2 Vomiting reflex, dirt, disgust, but not will to quit Disgust,
No quit intention F2 Doesn‟t suit here, want to take picture away, Disagree,
96
don‟t want to see it, disgust Avoid, Disgust M2 Serious, want to take pack with another picture Avoid
M2 Picture too scary Fear
F2 Doesn‟t suit to be shown as a result of smoking Disgusting
Don‟t want to look at the picture
97
Too colorful (colors are too intenced)
Don‟t believe that a pack of cigarettes will lead to this
F4 Random photoshopped part of leg Catch attention
Too colorful
Don‟t have any special emotions F4 Effective - No
F5 Doesn‟t reflect smoking Disgusting
98
Suffering
F4 No emotions Indifference
F2 Why suffer? For what? Don‟t understand
F1 What is on the picture? Don‟t understand
F4 Don‟t understand picture Don‟t understand
M1 Breathing tube, why, for what, what suffering Don‟t understand
F1 Tube helps to breath Takes time to understand
F4 Not impressive
M1 Bad Photoshop Fake
F2 Need to study picture carefully to understand Takes time to understand M1 Need to look longer to understand Takes time to understand F3 Need to study picture carefully to understand Takes time to understand F5 Suffering because of addiction? Sarcastic
M2 Sarcastic Sarcastic
F4 Topic shouldn‟t be used Topic not suitable
F3 Topic should be excluded Topic not suitable
F1 Basic word, posh (showing off), a little over Word not suitable M2 Smoking won‟t lead to suffering Topic not suitable F3 Smoking won‟t lead to suffering Topic not suitable
F2 Not caused by smoking Topic not suitable
M1 Smoking won‟t lead to suffering Topic not suitable F5 Smoking won‟t lead to suffering Topic not suitable M2 Suffering can cause smoking Topic not suitable,
Sarcastic
F3 Image is not suitable Image not suitable
M2 Image is not suitable Image not suitable
F2 Image is not suitable Image not suitable
F3 Too abstract, not logical Topic not suitable
F2 No emotions Indifference
F4 A little rough
M1 Indifference, no connection between sign and picture
Indifference
M2 Pathos, bad quality, discrepancy Topic not suitable, Fake
M1 Sign and picture are not connected
99
Sign and picture are not connected M2 Effective - No
F2 Can‟t understand what suffering is it all about Doesn‟t make me feel any emotions
F2 Effective - No
100
Picture is very strange F4 Effective - No
F5 Smoking addiction Picture is abstract
Doesn‟t make me feel bad about smoking F5 Effective – Yes/No
F4 Don‟t understand Lack of knowledge
F1 For kids
M1 Finger down to express that this is bad Sarcastic
101
F4 For children
M1 Doesn‟t make sense
M2 Take care of your boyfriend
M1 Silly, smoking doesn‟t lead to impotence Deny,
Lack of knowledge M2 Don‟t believe in these consequences Deny
M1 For old people Will happen in future (not
M1 Topic not important, can change to any other Change topic
M2 Picture change Change picture
F2 No feelings
F1 Change to lung disease Topic not important
M1 Change picture Change picture
F2 Topic is not suitable Topic not suitable
M2 Change to “a greater chance to have impotence” Change wording
F1 Comical, sympathy Funny
Sympathy
M2 Not effective, comical Funny
F3 I would buy this pack Sympathy
F1 The cutest picture Sympathy
F5 Red nail polish, ring on finger Funny,
F3 Not ugly, not unpleasant, not discouraging Sympathy
M1 Funny picture M1 An outdated issue M1 Makes no sense M1 Effective - No
102
Has to be more concrete M2 Effective - No
F1 Reason doesn‟t suite (Impotency is not necessarily caused by smoking)
Picture doesn‟t cause negative emotions Not logic
Doesn‟t refer to smoking F2 Effective - No
103
F4 No information about disease F4 Effective - No
F5 Irrelevant topic
Has to be more concrete F5 Effective - No
F4 Very unpleasant Negative
F3 Scene from scary movie Fear
F4 Scary sign, makes you think, many cases of oncological diseases
Fear,
Think about problem F1 Picture hard to understand
F5 What is on the picture, disgusting, doesn‟t make me think of quitting
Disgust
No quit intention F5 Too general, difficult to relate to yourself Won‟t happen to me F4 Difficult to relate to yourself Won‟t happen to me
104
F2 Difficult to relate to yourself Won‟t happen to me F3 Nothing will happen from 1 pack Won‟t happen to me F4 Picture - difficult to relate to yourself, get used to
pictures, don‟t notice pictures
Won‟t happen to me, Indifference
F3 Formality Indifference
M2 Lazy to look carefully, very messy
F3 Repulsive, disgusting Disgust
F4 Can be used
M1 Adaptation (Getting used to picture) M1 Effective - No
M2 Don‟t have any emotions
Lazy to look carefully at the picture M2 Effective - No
F1 Unpleasant title Not scary
Picture is inarticulate Unpleasant
105
F2 The most suitable to show smoking consequences Picture causes disgust
Doesn‟t make me think to quit smoking F2 Effective - Yes
F3 Pushing away (repelling) Too scary
Don‟t apply to myself F3 Effective - No
F4 Sign makes me think about problem
Difficult to understand what‟s on the picture F4 Effective - Yes
F5 Realistic picture
106
Can‟t apply to myself
Can make someone think of quitting smoking F5 Effective – Yes/No
F3 Looks like advertising of cream Bad design
F4 Like anti-aging cream Bad design
M2 Too over, smoking doesn‟t make me look like this Don‟t believe F4 Smoking doesn‟t make me look like this Don‟t believe F3 Topic is not connected to smoking
M1 Neutral, can be used
M2 Can happen later Will happen in future
M1 Scare kids For kids
F4 Smoking will not lead to this Don‟t believe F3 Smoking will not lead to this Don‟t believe
F2 I will get old anyway Don‟t believe
F3 Not powerful, nothing special, won‟t attract me
M1 Change picture Change picture
F4 No emotions Neutral
M2 Neutral Neutral
F3 Very indifferent Neutral
M1 Neutral
107
Looks like cream advertising Need to change picture F1 Effective - No
F3 Picture is not consistent
Smoking barely leads to these circumstances Leaves me indifferent
F4 Doesn‟t cause any emotions
108
It should mention that this will happen if you start smoking in early age
F5 Effective - No
M2 What danger? Don‟t understand
M1 Can‟t understand Don‟t understand
F3 Similar to suffering and danger Similar topic, Don‟t understand
M2 Picture of a child Don‟t understand
F2 Danger for children
M2 Danger for child, danger for pregnant?
M1 Looks like X-Ray
X-Ray, bones? Photoshop
Don‟t understand picture Fake
F5 Can‟t give birth because of smoking M1 Doesn‟t make sense
F1 Need to look more carefully, feel pity for child, it works for me
F2 Feel pity for child, I won‟t smoke on children, I won‟t smoke when I‟m pregnant
F1 Comparing to other pictures, this one is more persuasive
F2 Need to look carefully, think, analyze. Then it will be effective. Smoking is bad, cause harm to others
Need more time to understand
109
F1 For girls Gender oriented
F2 For girls Gender oriented
F3 For girls Gender oriented
F2 Topic should be used M1 Topic should be used
F3 Change wording: danger for children F4 Change wording: danger for children
F3 Danger – difficult to understand Don‟t understand
M1 Difficult to understand Don‟t understand
M2 Difficult to understand Don‟t understand
M1 Photoshop, done within 5 minutes Fake, F5 Bad picture quality M2 Bad picture quality M1 Bad picture quality
F4 What exactly should I think looking at this picture?
Don‟t understand
F3 Too abstract, no idea M1 Bad quality, uncertainty
M1 Uncertainty
110
Need more cruel picture Not beautiful
F2 Don‟t understand what danger F2 Effective - No
111
F5 Makes me think about the problem Too abstract
F5 Smoking doesn‟t lead to self-destruction No connection Lack of knowledge?
M1 No associations with smoking, can‟t take it seriously
F3 Destroy yourself from the inside
F4 Similar picture used before Similar pictures
F3 Similar pictures Similar pictures
F2 Similar pictures Similar pictures
F1 Unpleasant word F3 Depressed F1 Last thing that comes to my mind Not connected
F2 Word doesn‟t suit
F1 Word doesn‟t suit, man with tubes
F3 Not concrete, doesn‟t make me feel concerned F1 Horrible word
112
F2 Word doesn‟t suit, no emotions M1 Word doesn‟t suit, indifference
M1 Unacceptable word M1 An outdated picture M1 Effective - No
Don‟t have any emotions F2 Effective - No
Eye-catching - No
113
F4 Similar picture used in other topic Topic doesn‟t suit PSA
F4 Effective - No
F5 Feels more like mental self-destruction Doesn‟t reflect smoking
Don‟t have any emotions F5 Effective - No
F5 Mental addiction F3 Psychological addiction
M1 Well-known fact, nothing shocking, so what
114
M2 Nothing special, agree, don‟t want to quit Agree
No quit intention F1 Neutral
F4 Neutral
F1 Doesn‟t drive me mad, everything‟s ok, hands, black background
F3 Picture doesn‟t suit F1 Picture doesn‟t suit M1 Picture doesn‟t suit F3 The rope looks strange F1 Slavery
M1 Slavery is better word F5 Smoking makes you a slave
F1 Addiction is a key element of smoking, believe, picture doesn‟t have effect
M1 Agree, I am addicted F4 Agree, I am addicted
F2 Disagree, I am not addicted Deny, but still addicted…
F3 Doesn‟t work for social smokers
F2 Habit, not addiction; suitable for those who smoke for 10-20 years
M2 I am addicted F2 Topic is needed F1 Topic is needed
M1 Topic is needed, but need to use better picture, I want to feel more disgust
M1 No connection with picture M1 Word is not powerful enough M1 Effective - No
115
Need to change picture M2 Effective - No
F1 Make picture more cruel Slogan is suitable Picture is not suitable Not scary
F2 Doesn‟t cause fear or disgust Picture is not suitable
Addiction doesn‟t scare people F2 Effective - No Bad choice of picture Suits smokers
116
Should be used - Yes
F4 Perceived as given Need to change picture F4 Effective - No
F4 Very unpleasant F3 Makes me feel bad F5 For pregnant women
M2 Not only for pregnant, for all women who wants to have children
M1 For girls
F1 For pregnant, need to quit in future M1 Girls need to quit in future
F1 Don‟t apply to myself F3 I apply to myself
F2 Will quit when pregnant M2 Future threats
F4 Topic needs to be used F2 Topic needs to be used M1 Topic needs to be used
F4 Keep thinking about it, who knows what can happen
M2 Disgusting
117
F4 Unpleasant
A Would you like to look at the picture one more time?
F3 Don‟t want to look at picture again F2 Don‟t want to look at picture again F5 Don‟t want to look at picture again M1 Unpleasant, but not very clear F3 Not well-designed
F4 Child is so small, everything‟s clear Concern
F5 Makes me want to smoke less, but not quit Think of smoking less M2 Depends on age
F2 Will quit some day, not now, future threat
M2 Later, later, not really important for me Future threat
M1 Up to date issue (important) M1 Disgust
M2 It‟s not an important topic for me (male) M2 Effective - Yes
F1 Makes me think about the problem Don‟t apply to myself
Unpleasant to look at the picture For girls
Can exist F1 Effective - Yes
Eye-catching - Yes
118
Call for action - Yes Scary – Yes
Realistic – Yes Should be used - Yes
F2 Suits to the smoking problem Makes me think about problem Doesn‟t make me want to quit Unpleasant
Makes me think about this problem Unpleasant
F4 Makes me think about the problem Big issue
F5 Suits pregnant women F5 Effective - Yes
Eye-catching - Yes
119
Call for action – Yes/No Scary – No
Realistic – Yes Should be used - Yes
Emphysema
F3 I don't understand what it is F4 Don't understand
F3 Frightful, but don't understand F4 lung disease
M1 Inflammation on lungs F3 Very unpleasant M1 Needs explanation
F3 Don't understand, why old man M1 Should put young man on the picture F4 Should use young man on the picture F5 Indifference, similar to other pictures F3 It won't happen now (future threat) M2 Incomprehensible word and picture
F2 Change word, don't understand, strange word F3 Not clear
Picture doesn‟t make me feel anything
Not everyone understands meaning of the word M2 Effective - No
120
F1 Using picture of young person will be more effective
Word is not easy to understand Use different word
Neutral
Not working for me F1 Effective - No
F2 Can‟t understand what is it
Picture of an old man, do don‟t apply to myself F2 Effective - No Picture is not clear Unknown disease
121
F4 Word is difficult to understand Similar picture used for other topic F4 Effective - No
Hard to apply to myself F5 Effective - No
F3 Why crooked teeth are used?
F4 Teeth are affected, gums, yellow, decayed M1 The only picture that makes me feel bad F4 Feel uncomfortable, get used to it
F2 Want to visit dentist, no will to quit smoking F4 Can happen to me
F3 Can happen to me M1 Can happen to me F4 Topic is up to date
F1 Teeth will be bad cause of smoking M1 Teeth will be bad cause of smoking F1 Teeth become worse because of smoking M1 Picture is good
F4 Picture is good
M2 Picture is straight to the point M1 Picture suits the word
F3 Crooked teeth make me feel even more frightened F2 Crooked teeth make me feel even more frightened
122
F4 Good topic/Important topic
M1 Up to date issue (important M1 Sign and picture are connected M1 Effective - Yes
Want to brush my teeth M2 Effective - Yes
F1 Picture is not suitable Realistic
Scared of these consequences Believable
F2 Causes dislike
Want to take care of my teeth Can exist
F2 Effective - Yes Eye-catching - Yes
123
Call for action - No Scary – No
Realistic - Yes Should be used - Yes
F3 Provoking picture
Don‟t feel that smoking will lead to this Use crooked teeth
F4 Important problem Picture is suitable
F5 Makes me think about the problem F5 Effective - No
Eye-catching - Yes Call for action – Yes/No Scary – No
Realistic – No Should be used - Yes
Stillbirth
F3 The most horrible picture, the most horrible topic, awful word
F4 Feel uneasy
F3 What is worse, word or picture; don't want to look at it (avoid)
124
F1 Frightening F3 Unpleasant
F2 Unpleasant word, unpleasant picture F1 More effect on girls
M2 Has effect on guys , abomination F3 Very disgusting, can happen to me F5 Affects me
M2 Disgust, no strong desire to quit F4 Unpleasant
F2 Unpleasant, I will quit when I decide to have a child
M1 Disgust
M1 Up to date issue (important) M1 Effective - Yes
Not suitable for men M2 Effective - Yes
F1 The most horrifying (terrible) picture Scary word
125
Call for action - No Scary –Yes
Realistic –Yes Should be used - Yes
F2 Disliking image
Makes me think about the problem F2 Effective - Yes
F3 Horrifying picture Scary
Makes me think about problem F4 Effective - Yes
F5 Important problem
The most disgusting picture F5 Effective - Yes
Eye-catching - Yes Call for action - Yes
126
Scary – Yes Realistic – Yes/No Should be used - Yes