GROUP II

EFFECTS OF ANTI-SMOKING
ADVERTISEMENTS TO MALE
RTU-LHS STUDENTS PERCEPTIONS AND
ATTITUDES TOWARD SMOKING

A Thesis Proposal
Presented to the Faculty
of the College of Allied Health and Sciences
Department of Nursing
Rizal Technological University
Boni Campus, Mandaluyong City
In Partial Fulfillment
of the Requirements for the Degree
Bachelor of Science in Nursing

By: GROUP II
David, Kyna B.
Dela Rosa, Julie Mae T.
Del Rosario, Janus S.
Deunida, Ronecar Jr. V.
Dominguez, John Michael S.
Tarroja, Cyrille Agnes L.
March 2016

ACKNOWLEDGEMENT
For this research studies existence we are indebted in
several people:
To our beloved Dean in the College of Allied Health and
Sciences Dr. Cesar Mateo, from the extent of our
respect, we offer our gratitude for preferring this study
that complies with our heart of interest.
To our respected advisers and professors, Professors
Marietta de Mesa, Michelle Flores, Georgine
Manantan and Emmanuel Taruc; who gave direction
to us in the writing of this study; for reading the early
and late drafts, providing invaluable insight and advice,
filling in the blanks, and for the guidance in styling.

ACKNOWLEDGEMENT

To our Clinical Instructors; Staffs of the College of Allied

Health and Sciences, Batch mates and Friends, for being
so supportive and just plain good people; for giving us your
valuable time, furthermore, providing us with the
information needed to carry out this research study
successfully.
To our families, both extended and immediate, for your
encouragement, and continued love and support. Special
thanks to our parents and siblings.
And above all, to our Almighty God, whose infinite wisdom
gave us the capability to come up with a research study that
our nursing and non-nursing colleagues could use; Hes not
researchable like very most facts yet his real for Hes like
the Google that provide us with everything we need.

TABLE OF CONTENTS
Title
Pagei
Acknowledgementii
Table of Contents.iii
CHAPTER I: THE PROBLEM AND ITS
BACKGROUND
Introduction...1
Statement of the Problem..3
Objectives of the Study.4
Significance of the Study..4
Scope and Delimitation/Limitation of the Study..6
Operationalization of Terms......7

TABLE OF CONTENTS

CHAPTER II: THEORETICAL BACKGROUND

Review of Related Literatures..9
Summary of Literature Reviewed...27
Theoretical Framework...30
Conceptual Framework...33
Conceptual Paradigm..34
Statement of Hypothesis.35
CHAPTER III: RESEARCH METHODOLOGY
Design of the Study.37
Description of the Locals or Venue of the Study39
Sampling Scheme...40
Research Instruments..40

TABLE OF CONTENTS

Procedures in Data
Gathering....41
Statistical Treatment of the Data....42
Research Flow Chart..45
APPENDICES
Approved Letter of Request...47
Cover Letter........................................................................48
Instruments/Questionnaires49
Bibliography...56
Curriculum Vitae.60

CHAPTER I
THE PROBLEM AND ITS
BACKGROUND

Introduction
Smoking is the practice of burning tobacco and inhaling
the smoke. Smoking is the most common method of
consuming tobacco and tobacco is the most common
substance smoked. The agricultural product is often
mixed with additives and then combusted resulting
smoke which is then inhaled and the active substances
is absorbed through the alveoli in the lungs. Many
substances in cigarette smoke trigger chemical
reactions in nerve endings, which heighten heart rate,
alertness, and reaction time, among other things,
dopamine and endorphins are released which are often
associated with pleasure.

Introduction

Smoking's history dates back to as early as 50003000

BC when the agricultural product began to be
cultivated in South America. Consumption later
evolved into burning the plant substance either by
accident or with intent of exploring other means of
consumption. The practice worked its way into
shamanistic rituals.The smoking of tobacco and
various hallucinogenic drugs was used as it is belived
to achieve trances and to come into contact with the
spirit world. It is also believed that tobacco was a gift
from the Creator and that the exhaled tobacco smoke
was capable of carrying one's thoughts and prayers to
heaven, but was later adopted for pleasure or as a
social tool.

Introduction
There are two types of smokers active smokers
(first-hand smokers) and passive smokers
(second-hand smokers). A person who willingly
takes a cigarette, for pleasure, to reward
himself, or after persuation by different adverts
and peer group influence is an active smoker.
On the other hand passive smokers are
involuntary or unintentional smokers who
breathe contaminated air of smokes that is
exhaled from an active smoker.

Introduction
Direct and indirect exposure to cigarette smoking
causes a lot of health problems that is why the
government sector of health care is
implementing rules and regulations to lessen
the mortality and morbidity cases related to
smoking. As regard with this, Anti-smoking
campaign is being patronized by different
groups and organizations to inform the public
about the hazards brought by smoking. This
campaign is being manifested through
advertisement.

Introduction

When it comes to advertisements, advertising is the nonpersonal communication of information usually paid
for and usually persuasive in nature about products,
services or ideas by identified sponsors through the
various media. The three major functions of
advertisements are to disseminate information, to
provide incentives to viewers for them to engage in
action and to provide constant reminders and
reinforcements to generate the desired behavior the
advertiser wants from them. There are forms of
advertising which are mainly connected through the
use of media; they are print (newspapers, magazines,
and brochures), broadcast (TV, movies), oral (radio),
and online.

Introduction
Most of the anti-smoking advertisements are in
the form of advocacy advertising. Advocacy
advertising aims to influence publics attitudes
toward a particular issue. Anti-smoking
advertisements are tools to disseminate
information about the dangers of smoking.
They also aim to increase nonsmoking
intentions. In contrast, most smoking
advertisements which sell cigarette products to
people are in the form of product advertising.
Product advertisings main purpose is to
promote certain products.

Introduction
Anti-smoking advertisements as well as other
Information, Education and Communication
(IEC) health programs against smoking can
greatly diminish the prevalence of smoking in
the country especially among the youth sector.
Efforts to strengthen these health promotions by
further studies related to anti-smoking
advertisements are a must; hence, this study
aims to contribute to those anti-smoking efforts.

Introduction
Nowadays, smoking is widely spread and the
population of the people who smoke continues
to increase with an alarming case of lowering
ages of smoker. This drives the researchers to
conduct a study on how the anti-smoking
advertisement affects the perceptions and
attitudes of the youth towards smoking.

Statement of the Problem

Because of the prevalence of smoking in the
youth sector nowadays, it is important to know
their exposure to the current anti-smoking
advertisements that help minimize the number
of youth who are smoking. This study hopes to
give the effects of students exposure to antismoking advertisements to their perceptions
and attitudes toward smoking and to help in the
health promotion among high school students.

Objectives of the Study

The objectives of the study are the following:
1. What are the respondents demographic
profiles?
1.1. age
1.2. religion
1.3. family status
1.4. economic status
2. What are the different forms of anti-smoking
advertisements that they were exposed to?
3. What are their sources of information and cues
to action about smoking?

Objectives of the Study

4. To what extent does the exposure to and recall
of anti-smoking advertisements affect the RTU
high school male students perceptions and
attitudes toward smoking?
5. Is there any significant correlation between the
extent
of
exposure
to
anti-smoking
advertisements and their perceptions and
attitudes toward smoking?

Significance of the Study

The information of the research study to be
conducted will be very relevant to the following:
To the Department of Health (DOH). The
results of this study can help the DOH update their
information as regards to the level of the increasing
number of youths who are smoking by providing
data. It can also contribute to the efforts of
Information Education and health campaigns on
smoking by providing data on the extent of
exposure to anti-smoking advertisements of the
RTU high school students.

Significance of the Study

To the Students. This study will be conducted
to help individuals increase their level of
awareness regarding the effects of smoking and to
get rid of their unhealthy lifestyle.
To the School. The results of this study can further
help the school in giving references to the future
researcher that is related to this study. Moreover this
study can further increase schools knowledge about
the possible effects of smoking.
To the Community and Youth. This study would
be beneficial to the people in the community to raise
their awareness about the risk of exposure to smoke to
avoid possible complications.

Significance of the Study

To the Researchers. The results of this study will
give the researchers more information about the
increasing number of youth smokers. As to that, the
researchers can be an instrument in promoting the
level of awareness of the students.
To the Future Researchers. Results of the study
may serve as a basis of information for future similar
researches to be conducted in the future. The end result
of the study hopes to be of help to future researchers as
basis of their own studies. The knowledge that they
will be able to extract will serve as a foundation for
their study.

Scope and Delimitation/Limitation

of the Study
The study will focus on the effects of anti-smoking
advertisements to male RTU-LHS students
perceptions and attitudes toward smoking. The study
only included male respondents as the majority of the
smokers were males according to the 2007 Philippine
GYTS. As respondents, there will be two hundred
sixteen (216) male high school students. The school
will be the Rizal Technological University Laboratory
High school which is a government school. The study
will be limited to the above mentioned school because
it is accessible than the other schools.

Scope and Delimitation/Limitation

of the Study
The survey will be the main tool for gathering data. The
structures of the questionanaire will be designed to cover
the variables within the objectives of the study.
The study will be descriptive and correlational in nature so
the researchers will aim to describe the extent of
exposure of RTU high school students and their effects
to the perceptions and attitudes toward smoking and to
find the relationships between each variable. The
researchers will only describe the relationship of
exposure and recall of anti-smoking advertisement to the
perception and attitude towards smoking. The study will
not focus on the possibility of behavior change of the
respondents.

Scope and Delimitation/Limitation

of the Study
Finally, since this will be a descriptive and
correlational research, part of the limitation of
this study is that correlation will not equal
causation. Thus, the results of this study will
only show the observe correlation between the
RTU high school students exposure to and
recall of anti-smoking advertisements and their
perceptions of and attitudes toward smoking.

Operationalization of Terms
To guide and for easy understanding of this study, the
following conceptual and operational definitions of
terms were presented:
1.
Anti-smoking
advertisementsThese
are
advertisements that promote 'no-smoking' to people.
2. Exposure to anti-smoking advertisements- Frequency
and recency of time that the student is exposed to antismoking advertisements.
3. First-hand smoke (active)- Smoke inhaled by the
smoker.
4. Morbidity Diseased state or symptom; the incidence
of disease/Rate of sickness.

Operationalization of Terms
5. MortalityDeath; State of being subject to death.
6. Perceived benefits of not smoking- Knowledge on the
benefits of not smoking.
7. Perceived susceptibility of having smoking-related
diseases-The belief of a person on the extent of chance
that he will acquire smoking-related diseases.
8. Recall of anti-smoking advertisements- Quality and
quantity of information recalled about anti-smoking
advertisements and their messages.
9. Second-hand smoke (pasiive)- Smoke inhaled by the
person near a smoker.
10. Smoker A person who is involved in smoking.

Operationalization of Terms
11.Smoking The practice of the inhalation exhalation of
fumes from burning tobacco or cannabis in form of
cigars, cigarettes and pipes.
12. Smoking ads and promotions- Any strategies or
activities made/sponsored by the tobacco companies in
order to sell/promote smoking.
13. Smoking history- A persons life that relates to
smoking like age he started smoking or havent smoke
at all, times he tries quitting, etc.
14. Smoking-related diseases- Diseases caused by
smoking such as cancers, heart attack, etc.

Operationalization of Terms
15. Student A term to address the RTU high school
students for the purpose of this study.
16.Third-hand smokeis generally considered to be
residual nicotine and other chemicals left on a variety
of indoor surfaces by tobacco smoke. This residue is
thought to react with common indoor pollutants to
create a toxic mix.
17.
Threats/Dangers
of
smoking
Negative
consequences of smoking to people.

CHAPTER II
THEORETICAL
BACKGROUND

Review of Related Literatures

It is becoming increasingly difficult to ignore the
number of youth smokers today. Because of
the diseases smoking can cause, it becomes a
threat to public health. Hence, the public must
prioritize decreasing smoking prevalence. The
youths inherent characteristic of curiosity
makes them prone to try smoking. Proper
education and guidance are needed to protect
the youth from the hazards smoking imposes.
In order to delve deeper on the study, a review
of related literature is extensively done by the
researchers.

Review of Related Literatures

Cigarettes are considered to be among the most
deadly and addictive products made by men. If
the users will smoke cigarettes according to
the intention of the cigarettes manufacturers,
cigarette smoking can kill half of its users
(WHO, 2006).

Review of Related Literatures

Tobacco consumption has harmful effects to
smokers and non-smokers. It is harmful to
children causing them to have respiratory
problems and other health problems
(USDHHS, 2000).

Review of Related Literatures

All tobacco products are dangerous and
addictive. Government effort should be made
to discourage the use of tobacco in any forms
as well as to raise awareness about its harmful
and deadly effects (WHO, 2006).

Review of Related Literatures

However, in order to maintain profit, tobacco
companies continue to develop new products.
These companies cover the tobacco products
harmful effects by portraying tobacco products
as attractive and less harmful (WHO, 2006).

Review of Related Literatures

Nowadays, the prevalence of smoking is

commonly very high among adolescents in
many countries. It is said that people start
smoking with median age of less than 15 years
old (GYTS, 2007).

Review of Related Literatures

Siegel (2000) found a significant effect of exposure to
televisions anti-smoking advertising on progression
to establish smoking during a 4-year period that was
specific to younger adolescents but found no
significant effect of exposure to radio or outdoor
advertisements. He also found that youths exposed to
antismoking television advertisements were more
likely to have an accurate as opposed to an inflated
perception of youth smoking prevalence. The effect
was significant only to younger adolescents. The
study indicated that TV was the most widely used
medium for anti-smoking campaigns. Thus youths
were most likely to be informed thru watching.

Review of Related Literatures

One of the types of anti-smoking advertisements is the pictorial
warning labels. These pictorial warning labels are said to be an
important opportunity to communicate the risk of tobacco
consumption. The pictorial warning labels are vital since the
tobacco companies are using the tobacco packages as a way of
promotion. Growing evidence shows that larger, bold and
pictorial warning labels have an impact on the awareness of
tobacco consumption risks. Many countries introduce stronger
labels; evaluation shows that effective warning labels increase
knowledge about the smoking risks as well as it can persuade
smokers to quit (Hammond, Fong, McNeill, Borland &
Cummings, 2006).

Review of Related Literatures

Picture warning labels on tobacco products
increase
knowledge
about
tobacco
consumption risks, reduce adolescents
intentions to smoke, and motivate smokers to
quit. These labels counter the tobacco industry
advertisements. It was found out that pictorial
warning labels had a greater impact than textonly labels (White, Webster & Wakefield,
2008, Hammond, 2008).

Review of Related Literatures

On the other hand, the public awareness about

the true dangers of smoking is low even in
countries with widespread anti-smoking
campaigns (Ayanian & Cleary, 1999).

Review of Related Literatures

Yet the exposure to anti-smoking media
messages is rising compared to pro-smoking
media messages. The tobacco industrys
advertising influence is still asserted. Children
and adolescents will continue to be persuaded
by the pro-smoking messages in the media if
there will be no total ban on advertisements
(GYTS, 2007).

Review of Related Literatures

Philippines GYTS (2007) found out that there

was a significant increase also to second-hand
smoke at home, public places, and around
peers.

Review of Related Literatures

In contrast, according to GYTS (2007), the

Filipino youths couldnt recall antismoking
messages on television or movies however
they could recall movies that portray smoking.
They could also recall actors and actresses
who smoked in their roles. Most smokers
could not recall the specific smoking health
dangers. (Hammond et al, 2007).

Review of Related Literatures

Smoking was said to be primarily a male

behavior. This was evident in Southeast Asian
men who were found out to have the highest
reporting rates in the U.S (Grace, Maa, Steven,
Shiveb, YinTan, Jamil et al, 2005).

Review of Related Literatures

The Philippines is part of the WHO FCTC.
The Republic Act of 9211(RA 9211) or the
Tobacco Regulation Act of 2003 has been
made but poorly implemented. In 2007, the
National Tobacco Prevention Control Program
(Administrative Order 2001-004) has been
established by the Department of Health
(DOH). In 2008, a total ban of tobacco
advertising in mass media except point of sale
advertisement was implemented (WHO,
2006).

Review of Related Literatures

According to the Philippine GYTS (2007), the
enforcement made by the Philippine local
government officials of the National Tobacco
Laws and the WHO-FCTC was poor.
Despite of the strong national government and
NGOs efforts in advocating full
implementation of the anti-smoking laws,
there was still lack of political will,
monitoring, and reporting guidelines for the
offenders of these anti-smoking laws.

Review of Related Literatures

Smokers with lower levels of knowledge about

the health dangers of smoking are associated
with their positive attitudes toward smoking
(Shankar, Gutierrez, Mohamed, & Alberg,
2000; Wiecha et al., 1998).

Review of Related Literatures

Smokers also are less aware of the health risks

of secondhand smoke to others. Thus it is
important that smokers understand the risks as
well as the severity of smoking in order to
motivate them to quit smoking (Environics
Research Group, 1999).

Review of Related Literatures

Attitudes toward smoking are significantly

associated with smoking status
(Shankar, Gutierre-Mohamed &Alberg, 2000;
Marin, Marin, Perez, Stable ,Otero,
Sabogal & Sabogal, 1990; Klesges, Somes,
Pascale, Klesges, Murphy & Williams, 1988).

Review of Related Literatures

Particularly current smokers perceived

smoking as having positive attributes while the
non-smokers perceived smoking as having
negative characteristics (Taylor, Ross,
Goldsmith, Zanna &Lock, 1998; Shervington,
1994).

Review of Related Literatures

Attitudes toward smoking are associated with

socio-demographics, educational levels, and
ethnicity. Younger and more educated smokers
perceived smoking with higher personal risks
of heart disease or cancers (Shankar,
Gutierrez, Mohamed & Alberg, 2000; Ma,
Fang, Tan & Feeley,2003).

Review of Related Literatures

A study (Canada Youth Smoking Survey,
1994) also revealed that the current smokers
with ages ranging from 15 to 19 years
compared to non-smokers were more aware
that heart diseases and cancers were caused by
smoking. The number of recalled smoking
related health diseases increased with smoking
experience. However, for those youths aged
10-14 years their smoking status had no
relation to the number of smoking related
diseases recalled.

Review of Related Literatures

Another study (Taylor et al, 1998) revealed
that heavy smokers have positive attitudes
towards smoking compared to former smokers
and non-smokers.

Review of Related Literatures

In the Philippines (GYTS, 2007), over one in
ten of non-smokers youth said that they were
likely to start smoking next year. This
likelihood to smoke is higher among boys than
girls.

Summary of Literature
Reviewed

Smoking was a serious health topic that had been widely

studied because of its effect in health and environment. The
World Health Organization or WHO conducted studies on
tobacco products, preparation and chemicals it contained
(WHO, 2005 and 2006). Cigarettes could kill half of its
users making it one of the most deadly and addictive
products made by men (WHO, 2006). Smoking-related
diseases that eventually led to death were widely reviewed
(WHO, 2006). Tobacco epidemic was rising rapidly and the
increasing consumption of tobacco products would result to
addiction (WHO, 2006). Adolescent smoking was prevalent
nowadays and smokers start to smoke even in younger age
(Philippine GYTS, 2007).Facts about smoking called on the
government to make possible actions for the regulation of
smoking (WHO, 2006).

Summary of Literature
Reviewed

Anti-smoking advertisements success would lie with the

executional characteristics and the medium used (Mcelrath,
2005; Siegel, 2000). Anti-smoking advertisements are
encouraged within the WHO Framework Convention on
Tobacco Control to reduce the burden of disease and death of
smoking (WHO, 2006). Anti-smoking advertisements in the
form of picture warning labels were efficient means to
increase public awareness about the dangers of smoking
(Hammond, Fong, McNeill, Borland & Cummings, 2006;
Hammond et al, 2006 & Hammond, 2008 ; White, Webster &
Wakefield, 2008; Hammong, Fong, McDonald, Cameron &
Brown, 2003). However in the Philippines, Filipino
adolescents were more exposed with pro-smoking
advertisements increasing the prevalence of smoking in the
youth sector (GYTS, 2007). There was a decreased in
percentage of Filipino youth who were exposed with

Summary of Literature
Reviewed

Recall and rating scores were used to measure the

effectiveness of anti-smoking advertisements (Wakefield,
2002; Ji, 2007). This was to determine what
characteristics of the ads were most likely to be
remembered by the audience who had seen it.
Antismoking messages that were imprinted in pack
warning labels were the ones that were easily recalled
(Canadian Youth Smoking Survey, 1997).
The Canadian youth showed significant results in recalling
messages in antismoking advertisements (Canadian Youth
Smoking Survey, 1997). Unlike in the Philippines,
Filipino youth could only recall actors and actresses that
portray smoking and not the exact messages anti-smoking
advertisements convey (GYTS, 2007).

Summary of Literature
Reviewed

Other sources of information varied on how smoking was taught

and how people were influenced by information they gained.
Strong family ties could influence ones smoking behavior
(Nicotine Tobacco Research, 1999; Health Education
Research, 1999; Grace, Maa, Steven, Shiveb, YinTan, Jamil et
al, 2005). The school also contributed with the education of
youth about smoking (Canadian Youth Smoking Survey,
1999 ; Philippine GYTS, 2007). Friends were more influential
for males regarding smoking behavior as this was evident in
Southeast Asian men (Grace, Maa, Steven, Shiveb, YinTan,
Jamil et al, 2005). Smoking laws were implemented to
regulate smoking in different countries (Borland, 1997; WHO
FCTC, 2003; WHO, 2006; Philippine GYTS, 2007). But these
smoking laws differed with the strictness of enforcement.
Anti-smoking campaigns also helped in information
dissemination about smoking (Liu, 2009).

Summary of Literature
Reviewed

Smoking in adolescence could be associated with stress, risk

and rebellion and body image (Lloyd and Lucas, 1998;
Lotecka and Lassleben, 1981; Eysenck and Eysenck,
1975). Smoking also gave a sense of adulthood (Heaven,
1996). Smoking advertisements, on the other hand, could
affect smokers by convincing them of the pleasure
smoking could give (Fine, 1972).
Education about smoking was related with the higher
educational level a person had attained (Ma, Tan, Freely
&Thomas, 2002; Ma, Shive, Tan & Toubbeh, 2002;
Grace, Maa, Steven, Shiveb, YinTan, Jamil et al, 2005).
Age also linked with the amount of knowledge about
smoking (Canadian Youth Smoking Survey, 1994).

Summary of Literature
Reviewed

Perceptions about smoking differed between the smokers

and nonsmokers (Brenda, 2008 ; Taylor, Ross,
Goldsmith, Zanna &Lock, 1998; Shervington, 1994 ;
Klesges,Somes,Pascale,Klesges,Murphy&Williams,198
8). There were also different beliefs and amount of
knowledge regarding smoking behavior between
smokers (Hammond, 2008 ; Environics Research
Group, 1999). Meanwhile attitude was associated with
socio-demographics, educational level and ethinicity
(Shankar, Gutierrez, Mohamed & Alberg, 2000;Ma,
Fang, Tan & Feeley,2003 ; Moeschberger, Anderson,
Kuo, Chen, Wewers & Guthrie, 1997) suggested that
smoking behavior was associated with it; older
Southeast).

Theoretical Framework
In order to describe the extent of exposure and
recall of the RTU male high school students to
anti-smoking advertisements as well as to
explain the effects of their exposure to these
advertisements to their smoking behavior, the
Health Belief Model (HBM), Mere Exposure
Theory and Availability Heuristics Principle
will be used.

Theoretical Framework
The HBM which is one of the most widely used
model in health behavior has been said to be
good predictors for smokers, ex-smokers, and
non-smokers smoking behavior (Li & Kay,
2009). While the Mere Exposure Theory states
the effects of exposure to something on the
peoples
preferences,
the
Availability
Heuristics probes on the relationship between
recall and the judgment that people make.

Conceptual Framework

The study will focus on anti-smoking advertisements and

how exposure and recall of these advertisements affect
the RTU high school students knowledge, perceptions,
and attitudes toward smoking. Exposure and recall of
anti-smoking advertisements will be the main entities that
this study will concentrate on. The mere exposure theory
in this study will dwell into the students exposure to antismoking messages.
Using the HBM Model, the cues to action will be the RTU
male high school students sources of information about
anti-smoking. Their exposure to anti-smoking messages
will affect their ability to recall what these messages are
and where they come from. The study will focus on the
top-of-the mind memory of the students or which
information they can easily recall.

Conceptual Framework

Modifying factors such as age, sex, personality,

socio-economic and knowledge will affect the
perception on susceptibility and severity of
smoking-related diseases and the perception of
benefits against the barriers .The perceived
susceptibility and severity of having smokingrelated diseases will influence the perception
on the threat of these smoking related diseases.
It, therefore, will affect the likelihood of action
which is not smoking.

Conceptual Paradigm

The first box contains the demographic profiles

of the respondents which are also shown in the
statement of the problem.
The second box contains the process needed to
achieve the goals of the study. These are the
analysis of documents, tabulation of data
gathered from the questionnaires through
statistical methods, interpretation and analysis
of data gathered from questionnaires.
The third box contains the expected outcome of
the study.

Conceptual Paradigm

Statement of Hypothesis
A hypothesis is proposed for the studys third, fourth
objectives which is to determine if their perceptions
and attitudes towards smoking vary according to their
extent of exposure to anti-smoking advertisements
and extent of exposure to other sources of
information about smoking. Thus the proposed
hypothesis for these objectives is:
There is a significant relationship between the
RTU high school students perceptions and attitudes
toward smoking and their extent of exposure to
anti-smoking advertisements and to other sources of
information about smoking.

CHAPTER III
METHODOLOGY

Design of the Study

The study will be descriptive and correlational in
nature so the researchers will aim to describe the
extent of exposure of RTU high school students and
their effects to the perception and attitude towards
smoking and to find the relationships between each
variable. The researchers will only describe the
relationship of exposure and recall of anti-smoking
advertisement to the perceptions and attitudes
toward smoking. The study will not focus on the
possibility of behavior change of the respondents.

Design of the Study

Descriptive design is a study that describes the nature of
the phenomenon under investigation after a survey of
current trends, practices and conditions that relate to
that phenomenon. Descriptive studies involves
analysis of an extremely broad range of phenomena,
its result is a comprehensive presentation and
interpretation of statistical tabulations of data yielded
by a survey. This type of research answers questions
and satisfies curiosity about a certain phenomenon. It
also describes and elaborates the nature and causes of
an existing phenomenon at the time of the study.

Design of the Study

Descriptive design is a study that describes the nature
of the phenomenon under investigation after a
survey of current trends, practices and conditions
that relate to that phenomenon. Descriptive studies
involves analysis of an extremely broad range of
phenomena, its result is a comprehensive
presentation and interpretation of statistical
tabulations of data yielded by a survey. This type of
research answers questions and satisfies curiosity
about a certain phenomenon.

Design of the Study

Descriptive-correlational research combines both
descriptive and correlational designs. Descriptive
research involves collecting data in order to test
hypotheses or answer questions concerning the
current work status of the participants in the study.
Richard (2008) states that descriptive research
determines and reports the way things are and a
correlational research design is used to describe the
statistical association between two or more
variables.

Design of the Study

Escalona (2005) also mentioned that correlational
research, on the other hand, attempts to determine
whether and to what degree, a relationship exists
between two or more quantitative variables. The
purpose of correlational research is to establish
relationship (or lack of it) or to use relationships
in making prediction. Relationships investigations
typically study a number of variables believed to
be related to a major and complex variables.

Design of the Study

Furthermore, Wasson (2002) mentioned that the
basic research question for correlation research
is - What is the relationship between two or
more variables for a given set of subjects.
Notice that we said relationship between
variables and not the effect of one variable on
another variable. In descriptive research we
are just describing our subjects in terms of one
or more variables.

Description of the Locals or

Venue of the Study
Rizal Technological University (RTU) is a State
University located
at Mandaluyong
City, Philippines. It was established on July 11,
1969 as the College of Rizal of the University of
Rizal System before it became autonomous in 1975.
RTU is the first educational institution in the
country to utilize Cooperative Education as a
curriculum plan which is recognized by various
industries, businesses and agencies all over the
country.

Description of the Locals or

Venue of the Study
The campus of RTU is located along Boni
Avenue in Barangay Malamig, Mandaluyong
City. It has an extension campus located at
Barangay Maybunga, Pasig. RTU's Antipolo
Campus was transferred to the University of
Rizal System.

Description of the Locals or

Venue of the Study
The Rizal Technological University - Laboratory High School,
also known as RTU-LHS, is the high school department of the
RTU and it is situated inside the main campus in Mandaluyong
City. The RTU - Laboratory High School provides secondary
(high school) curriculum with added technology-based subjects
such as electronics, civil technology, drafting, metal works and
machine shop, business technology for boys and girls, food
trades and garment trades for girls only. The RTU - Laboratory
High School also serves as the training for teacher education
programs of the college student-teachers of the College of
Education. The levels are Grades 7 to 12.

Description of the Locals or

Venue of the Study
This study will be conducted among RTU
Laboratory High School male students. There
will be a total students of 216. The school is
selected due to its accessibility and to achieve
a more comprehensive study.

The Sampling Scheme

Purposive or convenient sampling method will be used in
which the researchers will select a particular member from the
population with certain characteristics. Subjects will be
viewed as having the capability to provide enough data to
answer the researchers questions. This type of sampling
technique is an approach to collect from a certain group of
people to take a sample. It will comprise only a certain sample
and to minimize the financial demand in conducting research.
It is the researchers decision if how they are going to choose
subjects from the sample. It is up to the researcher if who they
are going to choose. They tend to include people of interest
and exclude those who do not fit the purpose.

The Sampling Scheme

This study will focus on the male high
school students. There will be 216 male
respondents from the Rizal Technological
University-Laboratory High School, from
levels first year to third year.

The Research Instruments

The primary instrument that will be used to gather the
needed data in the study is a survey-questionnaire. It will
be used as the main instrument in gathering pertinent data
in this study. Questionnaire is the most frequently and
clerical research instrument to gather data needed from
respondents pertinent to the purpose of the study.
Questionnaires have advantages over other type of
surveys in that they are less time-consuming, do not
require much effort from the researchers like in
interviews and it is a simple method of acquiring data.
However, questionnaires are also limited according to
respondents interest and they may disregard any item
choices without giving an explanation.

The Research Instruments

Reinard (1994) defined survey as the process of looking
at something in its entirety in quantitative research, a
survey is an empirical study that uses questionnaires or
interviews to discover descriptive characteristics of
phenomena (p. 168).The survey instrument for this study
has four parts. The first part is the demographic data. The
second part is about the different forms of anti-smoking
advertisements. The third part is about the knowledge,
perceptions and attitudes toward smoking. Finally, the
fourth part of the survey instrument deals with the
correlation between the extent of exposure to antismoking advertisements and their perceptions and
attitudes toward smoking.

Procedures in Data Gathering

In order to have access to the chosen school, the
researchers will secure a permit from the office of the
head/prinicipal of the RTU Laboratory High School
to conduct survey in the school, then the principal
will assign someone especially the guidance
counselor in the school to accompany the researchers
in the whole duration of the survey.

Procedures in Data Gathering

The researchers will proceed in administering the
survey-questionnaire upon approval. A one whole day
will be used in floating the instrument and retrieval
will be done immediately.
Lastly, when all the data have been retrieved, it will
be tabulated, analyzed and interpreted using
appropriate statistical tools.

Statistical Treatment of the

Data
Appropriate statistical tools will be used to enable the
researchers to come up with the valid and reliable
interpretation of the data that will be gathered. In
analyzing the data, the researchers used of the
descriptive statistics such as frequency counts and
percentage distribution. The responses of the
respondents will be tallied, tabulated, analyzed, and
subjected to descriptive measures as basis for the
interpretation of the findings.

Statistical Treatment of the

Data
Percentage (P) is computed to determine the
proportion of a part to a whole. It is also used to
analyze demographic profile of the respondents.
Where: P=percentage

f=frequency of responses

n=total number of respondents

100=constant value

Statistical Treatment of the

Data
Frequency Distribution
Pearson Product-Moment Correlation
Coefficient/Pearson-r test use to determine the
correlation of extent of exposure to anti-smoking
advertisement and other sources of information about
smoking to the perception and attitude of RTU high
school students towards smoking. The Pearson-r test
will be used to find a significant relationship between
recall and the perception and attitude towards
smoking. It is the most common statistical tool in
measuring the linear relationship between two
random variables, x and y.