Health Literacy and Perception of Social Advertisement

摘要

Health literacy is one of a relatively now concept to health promotion that emphasizes the increasing individual responsibility for his/her health. This is one of the areas where the state can influence the attitudes of the population towards their health by means of public campaigns. The research shows that there are three key determinants of health in that field: personal, social and structural. Our paper focuses on one of the aspects, namely the social one. Specifically, the evaluation of anti-smoking social adverts by the undergraduates who were divided in two groups: smokers (N=210), non-smokers (N=150). The resulting findings have shown the differences between in perception of these adverts by smokers and non-smokers.