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Description
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Negative emotion
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Positive emotion
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Strength of emotional appeal
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Cognitive quality
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Helpfulness
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Janet Sackman | Former cigarette model who lost vocal cords because of cancer, discusses the addictiveness of smoking and deception by cigarette companies | 5.83 (±1.25) | 1.47 (±.95) | 5.40 (±1.92) | 5.58 (±1.26) | 3.57 (±1.87) |
Baby monitor | A crying, coughing baby is heard over a baby monitor as the words on screen cite statistics on illness caused by environmental tobacco smoke that “the tobacco industry doesn't want to hear” | 5.27 (±1.73) | 1.43 (±.70) | 5.13 (±1.73) | 4.78 (±1.36) | 2.67 (±1.32) |
Victor Crawford | Ex-tobacco lobbyist apologises for lying. At the end it is revealed that he has since died of throat cancer | 5.23 (±1.32) | 1.63 (±.61) | 5.27 (±1.44) | 5.62 (±1.25) | 3.57 (±1.27) |
Hole in throat | A man with no vocal cords uses a voice synthesiser to “sing” happy birthday to the tobacco industry | 5.17 (±1.99) | 1.60 (±1.18) | 4.80 (±1.82) | 4.58 (±1.52) | 2.30 (±1.13) |
Cigarette pack | Man places a picture of his daughter on a cigarette pack, saying “If the reasons on the side of the pack don't get to me, the reason on the front will” | 1.90 (±1.27) | 2.10 (±1.14) | 5.00 (±1.93) | 5.16 (±1.56) | 4.87 (±2.15) |
Iron cross | Narrator describes benefits to babies of a smoke-free environment as a giggling infant pulls himself up on a pair of gymnasts' rings | 1.50 (±1.55) | 3.43 (±1.56) | 3.53 (±2.20) | 3.56 (±2.11) | 3.33 (±1.77) |
Ask your doc | With mock seriousness, a surgeon heroically removes cigarette from the hand of a grateful man in a business suit who had been rolled into the operating room. | 1.37 (±1.08) | 4.17 (±1.88) | 1.07 (±.26) | 2.82 (±1.64) | 2.60 (±1.45) |
Simple things | Amid amusingly chaotic children, a mother circles a day on her calendar as the date she is going to quit smoking | 1.07 (±.26) | 3.77 (±1.36) | 1.67 (±1.05) | 3.67 (±1.21) | 2.97 (±1.61) |
Cake | A grandmother, smoke-free for a year, shows how strong her lungs are when she accidentally blows her birthday cake off the table and out the window. | 1.07 (±.18) | 5.07 (±1.37) | 2.93 (±1.62) | 3.64 (±1.80) | 3.50 (±2.01) |