담배판매점에서의 담배 광고와 진열이 흡연시작과 담배구매에 미치는 영향 : 포커스 그룹 인터뷰를 중심으로 = The effect of cigarette advertisements and displays at the point of sale on purchase and smoking initiation : Findings from focus group interviews

국문 초록 (Abstract)

목적: 이 연구의 목적은 담배판매점에서의 담배광고와 진열이 흡연자의 흡연 유지 및 담배 구매, 금연자의 재 흡연 및 충동 구매 그리고 청소년의 흡연 시작에 미치는 영향을 살펴보는 것이다.
방법: 본 조사는 총 24명(성인 남성 8명, 성인 여성 8명, 청소년 남성 8명)을 대상으로 포커스 그룹 인터뷰(Focus Group Interview)를 실시하였다. 면접조사는 2015년 9월 2일부터 4일까지 총 3일간 전문 사회자(Moderator)가 반(半)구조화된 가이드라인(Semi-Structured Guideline)에 따라 그룹별 약 2시간씩 진행하였다. 면접 조사 후, 조사 기록지(Scripting)를 반복 숙독을 통해 핵심 내용을 추출해 정리하였다. 각 주제별 포커스 그룹 간의 차이를 분석하는 과정을 연구자 간 충분한 논의를 통해 최종 정리하였다.
결과: 현재 편의점이 주요 담배 구매 채널로서 흡연자는 물론 비흡연자 모두 담배광고와 진열에 노출되고 있었다. 또한, 판매점에서의 담배광고와 진열은 현재 흡연자에게 제품 광고 및 판촉역할을 하기 보다는 비흡연자 특히 청소년들의 흡연 호기심을 자극하고 금연자의 재흡연을 유도하는 역할을 하는 것으로 나타났다.
결론: 국내 편의점 시장이 계속해서 성장할 것으로 예상되는 바, 편의점을 비롯한 담배 판매점 내 담배광고와 진열을 금지 해 담배제품과 광고로부터의 반복적인 노출을 최소화하고 사회 전반에 담배제품의 비규범화 (Denormalization) 조성과 확산을 도모해야 한다.

다국어 초록 (Multilingual Abstract)

Objective: This study conducted a focus group interview to analyze the impact of cigarette display and advertisement at the point of sale on behavior and perspective of smokers and non-smokers.
Methods: A total of 24 participants (8 adult males, 8 adult females and 8 adolescent males) were recruited for the focus group interview. The survey was conducted for 2 hours from September 2nd to 4th, 2015, according to the semi-structured guideline of the moderator. The process of analyzing the differences among the focus groups of each subject was finalized through a discussion of the researchers.
Results: Through this study, we found that the major cigarette purchase channel is a convenience store. Also, participants described that cigarette advertisements and displays at convenience stores have a greater role in smoking relapse for former smokers than promotion for current smokers. In addition, adolescents noted that cigarette advertising and display stimulate curiosity about smoking.
Conclusions: This study suggested an immediate action to ban display and advertisement of tobacco products at tobacco retail shop expecially convenience stores should be promoted for youth smoking prevention and a smoke-free environment.

참고문헌 (Reference)

1 최준혁, "혼합적 연구방법을 활용한 상황분석의 일례" 한국PR학회 18 (18): 169-186, 2014

2 정금지, "한국인 성인 남녀의 흡연관련 사망에 관한 연구" 한국보건정보통계학회 38 (38): 36-48, 2013

3 신성례, "청소년들의 담배광고 목격경험과 흡연수용도가 성인기 흡연의도에 미치는 영향" 한국청소년학회 19 (19): 1-22, 2012

4 이민진, "담배규제 정책 쟁점별 국내 연구 현황 분석" 한국보건사회연구원 34 (34): 165-191, 2014

5 정구철, "고등학생들의 담배광고에서 지각한 흡연자 이미지가 성인기 흡연 의도에 미치는 영향" 한국콘텐츠학회 14 (14): 785-795, 2014

6 World Health Organization, "WHO report on the global tobacco epidemic, 2017: Monitoring tobacco use and prevention policies" 2017

7 Fiore MC, "Treating tobacco use and dependence: 2008 update" US Department of Health and Human Services 2008

8 Cha JL, "Tobacco advertisement status, problems and future tasks of tobacco retailers in school environment sanitation purification zone" 2016

9 Saffer H, "The effect of tobacco advertising bans on tobacco consumption" 19 (19): 1117-1137, 2000

10 Forsyth SR, "The effect of the internet on teen and young adult tobacco use: a literature review" 27 (27): 367-376, 2013

11 Carter OB, "The effect of retail cigarette pack displays on unplanned purchases: results from immediate postpurchase interviews" 18 (18): 218-221, 2009

12 Wakefield M, "The effect of retail cigarette pack displays on impulse purchase" 103 (103): 322-328, 2008

13 Ministry of Health and Welfare, "The 4th Health Plan 2016-2020" 2015

14 Ministry of Education, "The 12th Korean Youth Health Risk Behavior On-line Survey" 2017

15 Morgenstern M, "Seeing and liking cigarette advertisements: is there a 'mere exposure'effect?" 19 (19): 42-46, 2013

16 Creswell JW, "Qualitative inquiry and research design : choosing among five approaches" Hakjisa 2015

17 World Health Organization, "Parties to the WHO Framework Convention on Tobacco Control 2017"

18 Ministry of Health and Welfare, "Pan government, announced: a comprehensive tobacco control measures" 2014

19 "National Health Promotion Act" 2017

20 Pollay RW, "More than meets the eye: on the importance of retail cigarette merchandising" 16 (16): 270-274, 2007

21 김익한, "Income Differences in Smoking Prevalences in 245 Districts of South Korea: Patterns by Area Deprivation and Urbanity, 2008-2014" 대한예방의학회 50 (50): 100-126, 2017

22 Lovato C, "Impact of tobacco advertising and promotion on increasing adolescent smoking behaviours" The Cochrane Library 2011

23 Feighery E, "How tobacco companies ensure prime placement of their advertising and products in stores: interviews with retailers about tobacco company incentive programmes" 12 (12): 184-188, 2003

24 Hoek J, "How do tobacco retail displays affect cessation attempts? Findings from a qualitative study" 19 (19): 334-337, 2010

25 OECD, "Health at a Glance: Asia/Pacific 2016" OECD Publishing 2016

26 World Health Organization, "Guidelines for implementation of Article 13 of the WHO Framework Convention on Tobacco Control (Tobacco advertising, promotion and sponsorship)" 2008

27 World Health Organization, "Framework Convention on Tobacco Control" 2005

28 Stewart DW, "Focus groups: Theory and practice" Sage publications 2014

29 Morgan DL, "Focus groups as qualitative research" Sage publications 1996

30 Johns M, "Exposure to tobacco retail outlets and smoking initiation among New York City adolescents" 90 (90): 1091-1101, 2013

31 Bogdanovica I, "Exposure to point-of-sale displays and changes in susceptibility to smoking: findings from a cohort study of school students" 110 (110): 693-702, 2015

32 McNeill A, "Evaluation of the removal of point-of-sale tobacco displays in Ireland" 20 (20): 137-143, 2011

33 Kang JS, "Blog use culture and technical imagination as a one-person media Focusing on Flusser's Kommunikologie" Media & Society 2-34, 2010

34 Krueger, RA, "Analyzing & reporting focus group: Results(focus group kit 6)" Sage publication 1998

35 World Health Organization, "2016 Global Progress Report on implementation of the WHO Framework Convention on Tobacco Control" 2016

36 Korea association of convenience store industry, "2015-2016 convenience store industry status report" 2017

37 Korea Ministry of Education, "12th (2016) Korea youth risk behavior web-based survey" 2017

38 Park, YC, "(The) introductory health science for smoking cessation" e-dam Books 2011