بررسي تأثير جذابيت فرد مشهور بر اثربخشي تبليغات پيشگيري از اعتياد

Investigating the Effect of Celebrities’ Attractiveness on the Effectiveness of Addiction Prevention Advertisements

هدف: هدف پژوهش بررسي نقش جذابيت افراد مشهور بر اثربخشي تبليغات با توجه به عوامل اثرگذار بر جذابيت فرد مشهور است. روش: پژوهش كاربردي و از لحاظ روش، توصيفي- پيمايشي بود. داده ­هاي پژوهش با روش نمونه‌گيري تصادفي به دست آمد. در اين پژوهش از پرسش ­نامه محقق ­ساخته شامل 17 سوال استفاده شد كه از روايي محتوايي و روايي سازه برخوردار يود. ضريب آلفاي كرونباخ 91/0 به دست آمد. براي تجزيه‌وتحليل داده‌ها و آزمون فرضيه‌هاي پژوهش از مدل ­يابي معادلات ساختاري و از نرم‌افزار ليزرل استفاده شد. يافته­ ها: يافته ­هاي پژوهش بيان­ گر آن بود كه هر يك از متغيرهاي صداقت، آشنايي، دوست‌داشتني بودن و اعتبار فرد مشهور تأثير مثبت و معناداري بر پيشگيري دارد. رابطه بين جذابيت فرد مشهور و اثربخشي تبليغات پيشگيري از اعتياد نيز مثبت و معنادار بود. نتيجه ­گيري: به­ كارگيري و استفاده از چهره ­هاي مشهور در تبليغات پيشگيرانه از اعتياد مؤثر است

Purpose: The purpose of this study was to examine the mediation of self-assertion in the relationship between family function and addiction tendency in a sample of second grade high school students in Sanandaj. Method: The present study is a descriptive and path analysis method. Based on the knowledge of secondary school boy students in Sanandaj and based on the Cochran formula, 366 students were selected by multi-stage random sampling. 366 students in the sample completed the scale of family function, addiction tendency, and self-assertion. The collected data were analyzed by Pearson correlation coefficient and path analysis. Results: According to the results of family function, there was a negative relationship with addiction tendency in students (P > 0.01). Family function was positively correlated with self-assertion in students (P > 0.01), and there was a negative correlation with the tendency towards addiction in students (P > 0.01). The result of path analysis indicated that mediation has a role self-assertion in the relationship between family function and addicting students (p = 0.006). Conclusion: To reduce the tendency to addiction, families should provide an intimate and responsive atmosphere for their students, while informing about the materials and their effects, to express their existence with mutual respect and quantitative and qualitative responsiveness. Increase. Awareness and ability to tell students about their addiction will have a negative impact