Effects of smoking cues in TV series on changing anti smoking attitude

• Grant number: 17/10400-7
• Support Opportunities: Scholarships in Brazil - Scientific Initiation
• Start date: August 01, 2018
• End date: January 20, 2019
• Field of knowledge: Applied Social Sciences - Communications - Public Relations and Propaganda
• Principal Investigator: Leandro Leonardo Batista
• Grantee: Júlia Meni Reis Calovi Fagundes
• Host Institution: Escola de Comunicações e Artes (ECA). Universidade de São Paulo (USP). São Paulo , SP, Brazil

Abstract

This research proposal main purpose is a scientific analysis of the effects of Product Placement of a tobacco consumption attitude of viewers of TV series containing scenes of tobacco consumption. The main objective is to investigate the capacity of these scenes in changing spectators' attitude towards smoking, considering aspects of cognitive science such as attention and emotion in the processing of these scenes, using structured questionnaires and tools of neuroscience such as eye tracker to evaluate attention to these scenes and skin conductance response to assess the emotional aspects. In this way the research proposal will make a comparison between a series published before the restrictions on the tobacco industry with a more recent, already within the period that has restricted the commercial communication of these industries.