S/M/350. Dissertation. Role of Advertising in Raising Awareness on the Danger of Heart Disease in the UK as a Result of Smoking

The dissertation investigates the effects of UK advertising campaigns launched by the British Heart Foundation (BHF) and the National Health Service (NHS), examining the awareness of the British public of heart diseases caused by smoking. Literature is reviewed on the causes of heart disease, media anti-smoking campaigns including 'shock tactics', communication process achieved through advertising, social and environmental issues addressed by the media, etc. Secondary research is combined with primary research conducted through questionnaires and a focus group study. Conclusions are made about the effectiveness of the anti-smoking campaigns. Recommendations are suggested about the ways to raise the issue of heart disease amongst UK smokers.