Mrad Thesis

PAMANTASAN NG LUNGSOD NG MARIKINA
STUDENTS’ PERCEPTION ON THE EFFECTIVENESS OF GRAPHIC
HEALTH WARNINGS TO CIGARETTE USERS
A Thesis
Presented to
the Communication Arts Program
Pamantasan ng Lungsod ng Marikina

In Partial Fulfilment
of the Requirements for the Degree
Bachelor of Arts in Communication

Jude Mark Aplacador
Lency Badaran
Jessica Delos Santos
Maria Antonette Garcia
Michael Joe Gerona
Jaya Solomon
Dia Tehero
March, 2019
COLLEGE OF ARTS, SCIENCES EDUCATION AND CRIMINOLOGY

APPROVAL SHEET
This thesis entitled: “STUDENTS’ PERCEPTION ON THE

EFFECTIVENESS OF GRAPHIC HEALTH WARNINGS TO CIGARETTE
USERS”
prepared and submitted by:
Jude Mark F. Aplacador

Lency B. Badaran
Jessica B. Delos Santos
Maria Antonette A. Garcia
Michael Joe L. Gerona.
Jaya Solomon E.
Dia B. Tehero.
in partial fulfillment of the requirements for the degree of Bachelor of Arts in

Communication (BAC) has been examined and recommended for acceptance and
approval.
ALDRIN G. JADAONE, Ed D. ARMANDO RUGAS

Thesis Coordinator Adviser
PANEL OF EXAMINERS
Ma. ROSARIO M. QUEJADO, EdD MR. RICHARD RODRIGUEZ

(Chairperson) (Member)
JON PAULO L. BARCELONA Ma. VERONICA C. IRINGAN, M.A, MAED

(Member) (Member)
Accepted and approved in partial fulfillment of the requirements for the degree
Bachelor of Arts in Communication (BAC) this 1st semester; School Year 2018-19.
JON PAULO BARCELONA

Program Head
MA. ROSARIO M. QUEJADO

(College Dean)
COLLEGE OF ARTS, SCIENCE EDUCATION AND CRIMINOLOGY
ACKNOWLEDGMENT
We would like to express our gratitude to all those people who gave us the
possibility to complete this special Research Study. We would like also to thank
following people who in various ways led to the successful completion for this study:
Dr. Aldrin Jadaone, our thesis Professor, whose advice and support can be
greatly appreciated;
Prof. Ma. Rosario Ruth Quejado, our thesis chairman, for her encouragement
and very helpful suggestions to further improve our study;
Prof. Jon Paulo Barcelona, for being supportive especially on the day of the
defense;
Ms. Veronica Iringan, for validating the questionnaire that we created to be
comprehended easily;
Ms. Delia Jadaone, our thesis adviser that teaches us on how to compute and
understand the gathered data.
We cannot end this without thanking our family, whose consistent
encouragement, love, unflinching courage and conviction will always inspire us. Above
all, we would like to thank God Almighty, for giving us enough knowledge, intelligence
and wisdom to finish this study. We believe, that without Him, this Research study would
not be possible.
The Researchers

DEDICATION
First of all we want to dedicate this study to our Almighty God who gave us strength and
knowledge in our everyday lives.
To our beloved parents for their understanding and for their overwhelming support
morally and financially.
To our dearest Thesis Professor Dr. Aldrin Jadaone for his unending patience, support
and constant source of knowledge and inspiration.
To the panelists, for giving us a chance to continue this study and by their knowledge
and support through their comments and suggestions to make our study successful.
To our friends, for their encouragement and support.
And lastly, to our great group leader Michael Joe Gerona for his patience, hard work
and knowledge and devotion in this study and being a good leader of the group.

ABSTRACT
Every year more than 87,000 Filipinos die and suffer from complications caused
by cigarette smoking, based on the Department of Health, the reason why former
President Benigno Aquino III signed the Republic Act 10643 also known as Graphic
Health Warnings Law which contain a policy of releasing different Graphic Health
Warning Images containing the bad effects of smoking cigarette. In relation, the
researchers aim to investigate the effectiveness of Graphic Health Warnings to cigarette
smokers based on the level of their awareness; Risk Perception, Self- Efficacy Belief, and
Response Efficacy Belief and if there is a significant relationship between the level of
awareness and the Demographic Profile which include Age, Sex, and Year level. Related
Studies and Literature of the past researchers pertaining to the study were also used by
the researchers to emphasize the conducted study.
The researchers chose the Criminology Students of Pamantasan ng Lungsod ng
Marikina, SSS Campus as the respondents of the study, they were chosen using random-
sampling technique. Survey Questionnaire in the form of checklist was considered by the
researchers as the right instrument for gathering data for the study. Based on the data
gathered using Chi- square Formula, the researchers find out that the demographic profile
and the level of awareness of the chosen respondents has no significant relationship.
Therefore, the Graphic Health Warnings do not have an impact to the respondents
or even after knowing the risk of using cigarette. It only means that, the other smokers
that are not included in the study might not be affected by the Graphic Health Warnings

also. Therefore, the government and its department responsible for implementing Graphic
Health Warnings should make a lot of effort for them to achieve their main objective.

TABLE OF CONTENTS
TITLE PAGE………..…………………………………………………………….…….. i
APPROVAL SHEET……………………………………………………………………. ii
ACKNOWLEDGMENT………………………………………………………………. iii
DEDICATION…………………………………………………………………………. iv
ABSTRACT……………………………………………………………………………. v
TABLE OF CONTENTS.………………………………………………………….…….vi
LIST OF TABLES…………………………………………………………………….. ix
LIST OF FIGURES……………………………………………………………………. x
Chapter 1: INTRODUCTION
Background of the Study……………………………………………………..………..….1
Review of Related Literature……………………………………………………………...2
Theoretical Framework…………………………………………………………...............3
Conceptual Framework……………………………………………………………...........5
Statement of the Problem………………………………………………………..……..…6
Hypothesis………………………………………………………………………...……....6
Significance of the Study………………………………………………………..…….….7

Chapter 2: METHOD
Research Design……………………………………………………………….…….…18
Participants and the Sampling Technique………………………………………...…….19
Research Instruments………………………………………………………….……..…19
Data Gathering Procedure…………………………………………………….……..….20
Statistical Tools Treatment of Data…..……………………………………….…….......20
Chapter 3: RESULTS
Demographic profile of the respondents……………………………………….……….23
Level of Awareness of the Respondents…...………………………………….……..…25
Relationship between the Respondents’ Level of Awareness and Demographic
Profile..............................................................................................................................28
Chapter 4: DISCUSSIONS
Summary of findings…………………………………………………………...............32
Conclusions………………………………………………………………………...…...34
Limitations………………………………………………………………………………35
Recommendations…………………………………………………………….…….......35

REFERENCES……..………………………………………………...………................37
APPENDICES…………………………..………………………………………………39
A. Sample Request Letter to the School Officials…………..………………...39
B. Sample Letter to the Respondents………………………………………….. 40
C. Sample Survey Instrumetns………………………………………………… 43
D. Data/Results Computation…………………………………………………..44
E. Adviser’s Endorsement……………………………………………………..45
F. Rating Sheet………………………………………………………………...46
G. Curriculum Vitae…………………………………………………………...47

LIST OF TABLES
Table 1.1: Profile Respondents According to Age………………………………....……23
Table 1.2: Profile Respondents According to Sex………………………………….……24
Table 2.1: Risk Perception……………..………………………………………....……...26
Table 2.1: Self-Efficacy Belief…….…..……………………………………..…..……...27
Table 2.1: Response Efficacy Belief…...……………………………………..…..……..28
Table 3.1: Relationship between the

Level of Awareness and Age…………………………………………………..………..27
Table 3.2: Relationship between the

Level of Awareness and Sex………………………………………………….….…...…28
Proposed Program that will provide an
Effective Graphic Health Warnings Campaign………………………………………….30

LIST OF FIGURES
Figure 1: Berlo’s SMCR Model of Communication………………………….…...….…. 4
Figure 2: The Lasswell Formula………………………………………………………….4
Figure 3: Conceptual Framework………..………………………………….….…..…….5
Figure 4: Research Paradigm of the Study……………………………………….….…...6

Chapter 1
INTRODUCTION
Presented in this chapter are the introduction, background of the study, theoretical
framework, conceptual framework, research paradigm of the study, statement of the
problem, hypothesis, and significance of the study.
Background of the Study
REPUBLIC ACT 10643: An act to effectively instill health consciousness
through graphic health warnings law. The law requires graphic photos showing different
ill effects of smoking on packs of tobacco products. This law also requires to remove
misleading or deceptive number or descriptors like “low tar”, “light”, “ultra-light”, and
“mild” which tend to convey that a product is healthier or less harmful and also to
promote the right to health and information of the people. Failure of compliance with this
act has an administrative fines of not more than Two million pesos. The proceeds will be
used by Department of Health and Department of Education for the promotion campaign
of tobacco control in the Philippines. (RA 10643)
In the Past years, Philippine Government faces a major problem in terms of public
health including the number of Filipinos who suffer from different types of diseases.
Seventeen million Filipino ages fifteen and older is said to be using cigarette that causes
risk to their health. It is estimated that 838 sticks or about 42 packs per year are being
consumed by these adults (Echaluce, 2014). According to Drillon (2014), the Department
of Health said that more than 87,000 Filipinos succumb annually from complications

caused by cigarette smoking. In other words, approximately of 240 Filipinos die every
day,
or 10 persons every hour from smoking-related diseases (Filipino Times. 2014), such as
Lung cancer, Chronic Obstructive Pulmonary Disease (COPD), Heart diseases, Stroke,
Throat cancer, Pneumonia, and Diabetes (Ordinario, 2012). Knowing that fact, cigarette
users still increases every year and the Government is persistent in making an effort to at
least decrease its number.
On July 2014, President Benigno Aquino III signed the Republic Act 10643 also
known as Graphic Health Warnings Law as a way of discouraging the public from
starting the killer vice and encouraging the smokers to stop the habit. The Department of
Health released twelve templates on November 4, 2014 that contains images of people
suffering from stroke, emphysema, mouth cancer, gangrene, impotence, throat cancer,
neck cancer, and premature birth. The template needs to occupy 50 percent of front and
back panels of the packages, while the additional warnings shall use the 30 percent of the
surface of one side panel only. Tobacco manufacturers were allotted one year to comply
with the law while retailers have been given eight months to ensure that all cigarette
products have the graphic warnings. (Calleja, 2015)
This method is also used by some countries in attempt to reduce the population of
smokers. According to a research, knowledge about the effects of cigarette is generally
low among its users (Hammond et al, 2006). Educating not only smokers but also the
public about the health risk of using cigarette is one way of the Government to stop the
severe addiction and the most accessible source of information is the cigarette pack itself.

The level of addiction among Filipino smokers is a severe case and it will take a
lot of effort for the Government to create awareness on the effects of using cigarette
products.
Graphic Health Warnings Law may be a big help to inform the public but it is hard to
prove that this law have an effect to the users and at least help them realize to kick the
habit.
The researchers chose this topic to know the perception of the students regarding
the Graphic Health Warnings. The researchers want to know if this campaign will be
effective as it is in other countries.
The researchers chose Del Rosario St., Tumana, Marikina City as the area where
the study should be conducted. After some brainstorming and with the advice of Mr.
Aldrin Jadaone, the researchers chose Rainbow St., SSS Village, narrowing it down to
Pamantasan ng Lungsod ng Marikina, due to the reason that the school is located at
Rainbow St. and the researcher will have a better respondents and results with its
students.
Review of Related Literature
Mead, Cohen, Kennedy, Gallo, and Latkin (2015) conclude that the role of
graphic warning labels in risk perceptions, self-efficacy beliefs, and response efficacy
beliefs were described as motivators for cessation in this population of low-income,
urban smokers. The result recommends numerous avenues for the design of future labels

that might promote smoking termination. Labels displaying negative effects of smoking,
socially-oriented messages, and benefits of quitting are potential approaches to motivate
the smokers to stop. Differences in the perceptions of labels that emerged by quit attempt
history suggests including warning labels that address smokers’ readiness to quit might
enhance effectiveness. Several factors that might influence the impact of labels, such as
low
perceived susceptibility, quit attempt history, and fatalistic attitudes, should be examined
and addressed in future studies.
Fong (2010) cited that health warning labels on cigarette packs have been
identified as the most effective approach of delivering education to both smokers and
non-smokers. This is because the information is readily available to the public and does
not involve any expense to non-smokers since the packs can be found after they have
been used. In addition, pictures show a lot of superiority over text-messages and are
therefore effective in encouraging changes in health behavior.
Robinson and Killen (1997) found text-only warning labels to be ineffective
among smokers between twelve to eighteen years old, as they were not seeing, reading,
or remembering the warning label. The two added that graphic images may be an
effective means of preventing tobacco use, but further studies are needed to determine if
the new packaging legislation really works.

Dorotheo (2014) quoted that GHWs will be effective to counter the tobacco
industry’s effort to glamorize smoking and thus deceive the public and brainwash the
youth into thinking that smoking is not harmful. Dorotheo added that since this law is
being implemented and effective to other countries, it will also be effective to the
Philippines. The program director of Southeast Asia Tobacco Control Alliance
(SEATCA) said that tobacco companies are selling deadly products and it counters the
constitutional mandate to save and protect lives. The industry is doing its best to interfere
in the development of and implementation of Graphic Health Warning law.
Rojas (2015) stated that GHWs are proven to be “very effective” in
communicating the various health risks and diseases a smoker may acquire for indulging
in this vice. It can also motivate the smokers to quit and also convey the message to the
illiterate population.
Rojas reported that the Philippines is seven years late in fulfilling the obligation since
World Health Organization mandated our country to pass and implement a law requiring
tobacco products to carry effective health warning. The deadline for Philippines was in
September 2008 and the Government failed to implement this law until now.
Kahnert, Schaller, and Pötschke-Langer (2013) reported on German Cancer
Research Center that health warnings on tobacco packaging capture attention, educate
effectively about the health threats of smoking and make smoking unattractive. It is
primarily well noticed and can influence smoking behavior if they are printed on the front
in the upper area and in a large size. If they cover 75, 90 or 100 percent of the package,

they have significantly greater impact on smokers and non-smokers than those covering
only 50 percent of the package.
Noticeable health warnings containing text and pictures are better perceived and
read more often by smokers than warnings that are purely text-based. Pictures that elicit
strong emotions particularly capture consumers’ attention. Combined health warnings
increase smokers’ knowledge about the health dangers of smoking. Graphic warnings are
more effective than text-only warnings to capture attention, and the communicated
information is memorized for a longer time. They are a direct and cost-effective means of
communication, because they reach every smoker and have a continuous impact as
smokers
are confronted with a warning message every time they have a packet in their hands.
Therefore, health warnings on cigarette packages are an important health education
measure. Warning labels reach everybody – including underprivileged population groups.
Pictorial warnings are comprehensible even for individuals who rarely or never read
anything, because a message in graphic form is more rapidly captured and easier to
understand than a text message. Even those population groups whom health education
normally fails to reach will notice pictorial warning messages. Recent studies from the
USA show that such warning labels may contribute to decreasing health-related social
disparity. (Kahnert et al., 2013)
The report added that over 90 percent of youth in Canada and the United
Kingdom state that pictorial warnings convey important information about smoking and
make smoking less attractive for them. Almost one third of survey respondents aged

eleven to sixteen years in the United Kingdom indicated that picture warnings had
stopped them from having a cigarette at least once in the last month prior to the survey.
Adolescents who already smoke or are experimenting with smoking do smoke fewer
cigarettes or tend to think about quitting due to health warnings. (Kahnert et al., 2013)
Based on the research conducted by Cheun-Li (2015), the implementation of
GHWs will be useless without the help of the retailers. The retailers play an important
role in the success of the campaign, since they have frequent contacts with the users.
Retailers also provided information around the implementation of GHWs such as the
support they are getting from the tobacco industry and whether they make any changes to
the way the cigarette products were displayed at their shop.
Liuk (2006) argues that population of smokers is increasingly composed of
individuals with low needs for cognition. It is more likely that these individuals will
attempt to control their fear rather than processing the warning and seeking to control the
warning. Thus, even if the GHWs might increase the smokers’ feelings of vulnerability to
the danger, defensive processing of the warning served to negate that sense of personal
vulnerability. The effect of this defensive processing is to negate the warning’s
effectiveness through the way in which it is processed and remembered. Liuk concluded
that the GHWs will have no effect on their understanding of the ill-effects of smoking or
on their smoking behavior.
Jee Y. Geronimo (2016) stated that the Philippines are a signatory to the World
Health Organization's Framework Convention on Tobacco Control, which requires the
implementation of "large, rotating health warnings on all tobacco products packaging and

labeling.” With 240 Filipinos dying every day due to major tobacco-related diseases,
health advocates say picture-based warnings are also needed to warn Filipinos who
cannot read or understand the current text warnings being used on cigarette packs.
That is why adding images and making illustrative warnings is imperative if the
goal is to show the Filipinos the health disadvantages of smoking. Knowing that not
every smoker in the Philippines is capable of reading or understanding complicated
disease names, it is now made clear for the researchers to understand why showing the
graphic pictures and its effects would make it easier to convey the message to the
smokers and make it easier for them to realize the risk regardless of being literate or
being illiterate. The criminology students belongs at the literate smokers category, which
would then give way for the researchers to figure out why the criminology students still
smoke even with the presence of the GHW’s, and what methods does the criminology
students do to resist or ignore the warnings.
Rey Gamboa (2016) conclude that the primary target of all the government’s
health campaign to reduce tobacco use is the youth, who are more drawn into the practice
of smoking because of the glossy advertisements promoting cigarettes and their use, the
printing of health warnings on cigarette packages, the cost of which have to be borne
solely by the manufacturers, will be the latest in a string of government regulations that
puts a semblance of responsibility on the shoulders of the tobacco industry.
Like the other countries with the Graphic Health Warnings law in effect,
Philippines’ Tobacco manufacturers also have to bear the responsibility of putting the
Graphic Health Warnings to every packets and boxes of cigarettes they produce, most

especially if the target is the youth, since that it is easier to catch their attention using
illustrative contents. This being one of the reason of the study why is it that the
criminology students which is a member of the youth, still smoke regardless of the
warnings’ existence, does the cigarette advertisements overweigh the impact of the
warnings, and if this is one of the factors affecting the criminology students to continue
smoking.
Tina G. Santos (2016) stated that at least 6 million people die every year from
tobacco-related diseases worldwide. Eighty percent of those deaths come from
developing countries like the Philippines, where there is a lack of health awareness and
fewer resources available for educating the public about tobacco’s dangerous effects. In
the Philippines, 240 Filipinos die every day due to tobacco-related causes. “Filipinos
have a high literacy
but so many of us are not health literate,” said Emer Rojas, a laryngeal cancer survivor
and president of the New Vois Association of the Philippines.
To make it easier for the Filipino smokers to understand the risks of smoking,
displaying the graphic pictures of diseases obtained from smoking would be effective
since that it is easier to be perceived, shedding light for the researchers to understand one
of the reasons why written warnings needed to be a graphic health warning at the first
place,

written health warnings won’t be enough as per Emer Rojas’ statement that not all of the
Filipinos are health literate. Being health literate is different from being literate alone,
this statement would then help the researchers understand why is that the criminology
students, a literate member of the youth still smoke, and that health literacy might be one
of the missing factors which made the criminology students to ignore the warnings.
Synthesis of the Related Literature and Studies
WHO (2016) stated that earlier this year, cigarette packs in the Philippines were
prohibited from featuring misleading descriptions (e.g. “low tar”, “light”, “ultra-light”)
that might mislead a consumer to believe that a tobacco product brand is healthier, safer
or less harmful. And by 4 November, a Philippine law requiring manufacturers to display
graphic health warnings on cigarette packs will be fully implemented. The “Act to
Effectively Instill Health Consciousness through Graphic Health Warnings” was another
milestone for the Philippines following the law raising tobacco taxes signed in 2012.
The illusion of making cigarettes appear healthier by endorsing it to be less
stronger than normal is an effective bait for Filipinos, most specially most of the
criminology students, being a member of the young Filipinos. the reason being as it was
stated earlier that not all of the Filipinos are health literate, so they might believe that the
product being less potent, would make them believe it is healthier. To avoid this
misconception, graphic health warnings will make it easier for them to understand that no
matter what brand or nicotine concentrations they choose, as long as it is smoking it will
have the same end, the researchers will then have an idea if this illusions caused by

endorsing the cigarettes to be less risky to be an appealing reason for the criminology
students to not be afraid of smoking.
Theoretical Framework
The researchers came up with the idea of using the concept of Berlo’s SMCR
Model of Communication and The Lasswell Formula combined to perceive the
perception of the Criminology Students of Pamantasan ng Lungsod ng Marikina on the
effectiveness of Graphic Health Warnings.
Source Message Channel Receiver
Figure 1: Berlo’s SMCR Model of Communication
The model of David Berlo represents a communication process that occurs as a
SOURCE drafts messages based on one's communication skills, attitudes, knowledge,
and social and cultural system. These MESSAGES are transmitted along CHANNELS,
which can include sight, hearing, touch, smell, and taste. A RECEIVER interprets
messages based on the individual's communication skills, attitudes, knowledge, and
social and cultural system. (Suresh, 2003)
Who? Says What? In What To Whom? In What

Channel? Effect?
Communicator Message Channel Receiver Effect
Figure 2: The Lasswell Formula

This model by Harold Lasswell is a revision of Berlo’s model of communication.
Lasswell added “Effect” because theories of Mass Communication have always focused
on the “Cause and Effect” notion.
Conceptual Framework
Based on the theories of Berlo’s and Lasswell, the researchers came up with their
conceptual framework that focused on the effectiveness of Graphic Health Warnings to
the students of Pamantasan ng Lungsod ng Marikina, SSS Campus.
SOURCE/ MESSAGE CHANNEL RECEIVER EFFECT

COMMUNICATOR
Department of Cigarette
Health-effects Cigarette Students’
Health Packs
of smoking.
Perception
&
The Researchers
Figure 3: Conceptual Framework
This figure illustrates the process on how this research works. The SOURCE or
the COMMUNICATOR is the Department of Health which is the main advocate of
spreading the MESSAGE of the law and The Researcher for conducting this study. The
CHANNEL
used by the researchers is the cigarette pack itself since it include the warning labels,
while the RECEIVER is the public for getting their perception as the EFFECT.
Input Process Output

 Demographic Profile  Pre-  Significant Relationship
of the Respondents survey between respondents’
o Age  Questionn level of awareness to
o Sex Graphic Health Warnings
COLLEGE OF ARTS, SCIENCEaire
EDUCATION AND CRIMINOLOGY
o Year Level  Statistical and the Demographic
 Level of Awareness Tools Profile.
of the Respondents  Effective Graphic Health
to Graphic Health Campaign Warnings for
Figure 4: Research Paradigm of the Study
Statement of the Problem
This research aimed to investigate the public perception on the effectiveness of
Graphic Health Warnings.
It seeks to answer the following questions:
1. What is the demographic profile of the respondents in terms of
1.1 Age
1.2 Sex?
2. What is the level of awareness of the respondents to Graphic Health Warnings if
categorized based on
2.1 Risk Perceptions
2.2 Self-Efficacy Beliefs
2.3 Response Efficacy Beliefs?
3. Is there a significant relationship between the respondents’ level of awareness to
Graphic Health Warnings and the Demographic Profile?
4. Based on the findings, what is/are the effective graphic health campaign warnings
for cigarette users?

Hypothesis
There is no significant relationship between the respondents’ level of awareness
to Graphic Health Warnings and the Demographic Profile.
Significance of the Study
This study aimed to contribute additional information to serve the following
individuals and organizations.
The Researchers. This study may give awareness as well as knowledge to the
researchers about the health risks of smoking.
Cigarettes users. This study will help the cigarette users to comprehend the
effects of cigarettes on their health, to help them realize the value of Graphic Health
Warnings, and to convince them to stop the vice.
Criminology Students. This will help the Criminology Students to see the health
risk of using cigarettes.
Department of Health. This study will provide information that can be used by
the DOH to improve their future campaigns.
PLMarians. This study will help our fellow PLMarians to understand the health
risks of using cigarettes.

Students. This study will contribute information and create awareness to the
students not only in Pamantasan ng Lungsod ng Marikina, but in other school as well.
Future researchers. This study will provide information that may be helpful to
future researches. This will serve as a reference to their studies.
Chapter 2
METHOD
This chapter will present the methodology of the study by which the researchers
activities were undertaken. This will include the research design, respondents of the
study, the research instruments, data gathering procedure and statistical treatment of data.
Research Design

The study to be used is Descriptive Method in order to describe the nature of a
study through survey questionnaires, in order to gather accurate information about the
topic that the researchers investigated, it also describes the effects of the study to the
Criminology Students of Pamantasan ng Lungsod ng Marikina, SSS Campus.
According to Polit and Hungler (1999), Descriptive method describes what exist
and can uncover new facts and meanings. The purpose of this design is to observe,
describe, and document aspects of a situation as it naturally occurs.
In order to fulfil the objectives of this study, the researchers used the quantitative
method. Quantitative methods emphasize objective measurements and the statistical,
mathematical, or numerical analysis of data collected through polls, questionnaires, and
surveys, or by manipulating pre-existing statistical data using computational techniques.
Quantitative research focuses on gathering numerical data and generalizing it across
groups of people or to explain a particular phenomenon (Babbie & Mujis, 2010). This
design is an excellent way of finalizing results and proving or disproving a hypothesis
(Shuttleworth, 2008).
Respondents of the Study and Sampling Technique
The respondents were selected Criminology Students of Pamantasan ng Lungsod
ng Marikina, SSS Campus. The total population of Criminology Students were 413, the
researchers used Slovin’s Formula to get the total number of respondents which is 53.
The respondents were selected through survey questioning that determined their

perception about the effectiveness of Graphic Health Warnings. The respondents were
chosen by using random sampling technique
Research Instruments
The researcher considered survey questionnaire in checklist form as the right
instrument for gathering data for the study. It was prepared for the purpose of collecting,
classifying, and interpreting information. The questionnaires were designed based on the
statement of the problem that the researchers have formulated. It was used in the study in
order to obtain the profile of the participants and to find if the Graphic Health Warnings
is effective to the public. The survey type of getting the data helped the researchers to
justify the objectives of the study. These enabled the researchers to have pertinent data.
Data Gathering Procedure
The researcher prepared questionnaire in the form of checklist based from the
given statement of the problem submitted to the thesis professor for checking and
validation of the given questions. After the thesis professor approved the questionnaire,
the researcher
seek permission to College of Criminology to conduct a survey by preparing a letter
request noted by the thesis professor, dean of college of arts and sciences, and department
head of communication.

The researchers conducted a survey to 53 smoker participants to
Criminology Students of Pamantasan ng Lungsod ng Marikina, SSS Campus. The
researchers properly distributed the questionnaires, and lastly, the researchers retrieved
the questionnaires to tabulate, analyze and interpret the data.
Statistical Tools
The researchers collected the data needed and analyzed the gathered data with the
help of statistical tools. The researches gave survey questionnaire to the chosen
respondents. The following are the statistical tools that were used in this study together
with their corresponding formulas.
1. Percentage
This statistical tool was used to established the frequency and percentage
distribution of the respondents based on their demographic profile.
The percentage were computed using the formula:
P = f / n * 100 Where:
P = Percentage
n = Total no. of respondents
f = Frequency
100 Constant factor
Weighted Mean

This statistical tool was utilized to established the level of awareness of
the respondents and to compute the results of Statement of the Problem number 2.
WM = ∑fx Where:
WM = Weighted Mean
∑ = Summation of all quantities
f = Frequency
n = Total no. of respondents
x = Scale value
DESCRIPTIVE SCALING
Range of Values Verbal Interpretation

4.5- 5.00 Strongly Agree (SA)
3.5- 4.49 Agree (A)
2.5- 3.49 Moderately Agree (MA)
1.5- 2.49 Fairly Disagree (FD)
1.0- 1.49 Strongly Disagree (SD)
2. Chi- square

The researchers used the Chi- square formula to determine if there is a
significant relationship between two nominal (categorical) variables.
x2 = ∑ (fo- fe)2 Where:
fe fo = observed frequency
fe = expected frequency
Chapter 3

RESULTS
This Chapter presents the data gathered through the research instrument. The data
are presented in tabular form.
The following tables will present the percentile distribution of the respondents
based on the following profile:
Table 1.1. Frequency and Percentage Distribution According to Age
AGE FREQUENCY PERCENTAGE
18 – 20 47 88.7%
21 – 23 3 5.7%
24 – 26 2 3.8%
27 and Above 1 1.9%
Total 53 100%
This table shows that the majority or 88.7% of the respondents belong with the
age bracket of 18-20 years old.
Table 1.2: Frequency and Percentage Distribution According to Sex
SEX FREQUENCY PERCENTAGE

MALE 35 66%
FEMALE 18 34%
Total 53 100%
The table shows that the population of male smokers of the Criminology Students
is higher compared to female smokers.
Table 2.1: Respondents’ Level of Awareness to Graphic Health Warnings on Risk

Perception
Risk Perception Weighted Verbal
Mean Interpretation
1. Graphic Health Warnings help me realize 4.47 Agree

that smoking is dangerous to my health.
2. Graphic Health Warnings help realize that 4.42 Agree
smoking will cause severe ailments such as
Mouth Cancer, Lung Cancer, Gangrene,
Impotence etc.
that smoking kills me slowly.
that causes a large number of deaths.
that my relatives who don’t smoke are also
at risk. (Secondhand Smoking)
Average Weighted Mean 4.32 Agree

Table 2.1 represents the weighted mean and verbal interpretation on students’
level of awareness based on risk perception.

Table 2.2: Respondents’ Level of Awareness to Graphic Health Warnings on Self-
Efficacy Belief
Self-Efficacy Belief Weighted Verbal

Mean Interpretation
1. Graphic Health Warnings help me consider 4.17 Agree
to reduce smoking.
2. Graphic Health Warnings help me consider 4.17 Agree
quitting smoking.
3. I will quit smoking because of the health risk 3.53 Agree
of using cigarette.
4. I will continue smoking because Graphic 2.62 Moderately
Health Warnings do not have an impact to Agree
me.
5. I will continue smoking despite knowing the 2.64 Moderately
health risk of using cigarette. Agree
Average Weighted Mean 3.43 Moderately
Agree
The result shows that majority of the respondents agreed with most of the
statements except with “I will continue smoking because Graphic Health Warnings do
not have an impact to me” and “I will continue smoking despite knowing the health risk
of using cigarette.

Table 2.3. Respondents’ Level of Awareness to Graphic Health Warnings on
Response Efficacy Belief
Response Efficacy Belief Weighted Verbal

Mean Interpretation
1. Graphic Health Warnings will reduce the 4.08 Agree
number of smoking related deaths in the
Philippines.
2. Graphic Health Warnings will help the 4.15 Agree
public to see the health risks of smoking.
3. Graphic Health Warnings will encourage 4.23 Agree
the cigarette users to stop smoking.
4. Graphic Health Warnings will discourage 4.25 Agree
the youth or non-smokers to start
smoking.
5. Graphic Health Warnings will promote 4.38 Agree
healthy lifestyle.
Average Weighted Mean 4.22 Agree
Table 3.3 presents the level of awareness based on Response Efficacy Belief.
Respondents perceived all the questions as agreeable, having an average weighted mean
of 4.22.

Table 3.1. Relationship between the Level of Awareness and Age
AGE Computed Value Critical Value Verbal

(Chi Square) (0.5) Interpretation
Risk Perception 6.7 21.03 Not Significant
Self-Efficacy Belief 3.841 21.03 Not Significant
Response-Efficacy Belief 2.83 21.03 Not Significant
Average 4.46 21.03 Not Significant
Table 3.1 presents the data gathered from the computed value of 6.7 for Risk
Perception, 3.841 for Self-Efficacy Belief and 2.83 for Response Efficacy
Table 3.2. Relationship between the Level of Awareness and Sex
SEX Computed Value Critical value Verbal

(Chi Square) (0.5) Interpretation
Risk Perception 1.38 9.488 Not Significant
Self-Efficacy Belief 1.93 9.488 Not Significant

Response-Efficacy Belief 8.20 9.488 Not Significant
Average 3.84 9.488 Not Significant
This table shows that the computed value of the three factors does not surpass the
critical value, which means that the verbal interpretation are not significant.

Chapter 4
DISCUSSIONS
This chapter presents, summary of the study, conclusion and recommendation
with connection to the objective of the study.
Summary of Findings
This study presented the students’ perception on the effectiveness of Graphic
Health Warnings Law. This research measures the effectiveness of the GHWs in terms of
Risk Perception, Self-Efficacy Belief, and Response Efficacy Belief, specifically to
students. The following are the vital findings of the study:
1. Demographic Profile of Criminology students of PLMar
Age
As to the age range of 53 respondents, 47 or 88.7% belong to 18-20, 3 or
5.7% belong to 21-23,2 or 3.8% to 24-26 and 1 or 1.9% belong to 27 and above.
Sex
For the sex, 35 or 66% among the respondents are males and the rest of 18
or 34% are females.
2. Level of Awareness of the Graphic Health Warning as categorized based on
the following:
2.1 Risk Perception

Having an average weighted mean of 4.32, the respondents agreed they
see the risk of using cigarette because of Graphic Health Warnings.
2.2 Self-Efficacy Belief
The average weighted mean in Self-Efficacy is 3.43. The result shows that
though the respondents are aware of its effectiveness, they have a low self-
efficacy when it comes in quitting the habit.
2.3 Response Efficacy Belief
Respondents perceived all the statements as agreeable, having an average
weighted mean of 4.22. The respondents are aware that Graphic Health Warnings
help the public to see the negative effects of smoking.
3. Significant Relationship
The computed values is less than the critical values, therefore, the verbal
interpretations are not significant. The results imply that there was no significant
relationship between the respondents’ level of awareness to Graphic Health
Warnings and the Demographic Profile.
4. Proposed program that will provide an Effective Graphic Health Warning
Campaigns
The program will promote Graphic Health Warning Campaigns through
seminars in public schools and barangay halls, infomercials, and
film/documentary viewing that would help the audience to realize the danger of
smoking not only

with themselves but also to non-smokers that are prone to cancer because of
secondhand smoke.
Conclusions
The following are the conclusions drawn from the study:
For table 1.1, the results imply that most of the respondents are 18 to 20 years old
because the population used by the researchers are mostly second year and third year
Criminology Students. College students often engaged in smoking because of the peer
pressure they experience with their studies. Most youth engaged in smoking because they
want to look mature, they want to be accepted their friends who smoke and they are want
the excitement by experimenting what is forbidden.
According to Gamboa (2016), the primary target of all the government’s health
campaign to reduce tobacco use is the youth, who are more drawn into the practice of
smoking because of the glossy advertisements promoting cigarettes and their use.
Results for table 1.2 implies that majority of the respondents who smoke are
male, because most of the students who are in the Criminology Program are males. Males
are more aggressive and fearless than females. According to Gordon (2011), women tend
to hide their aggression while men conceal their feelings better than women. Therefore,
men are more fearless and aggressive than women.

The average weighted mean is 4.32 in table 2.1, means that the respondents
agreed that they see the risk of using cigarette because of Graphic Health Warnings.
Although the respondents are aware of the ill-effects of smoking among themselves, the
result stated that
when it comes to secondhand smoking, their level of agreement is low compared to other
statements.
Based on the study of Kahnert, Schaller, and Pötschke-Langer (2013), Graphic
Health Warnings capture attention, educate effectively about the health threats of
smoking and make smoking unattractive.
Criminology Students are neutral as presented on table 2.2, whether to continue
the vice or not. At first, the respondents agreed that they will quit smoking but when the
researchers reversed the question, the result shows that they are not yet ready to give up
the vice.
According to Liuk (2006) population of smokers is increasingly composed of
individuals with low needs for cognition. It is more likely that these individuals will
attempt to control their fear rather than processing the warning and seeking to control the
warning. Thus, even if the GHWs might increase the smokers’ feelings of vulnerability to
the danger, defensive processing of the warning served to negate that sense of personal
vulnerability.

Most Criminology Students agreed as resulted in table 2.3, that Graphic Health
Warnings will promote healthy lifestyle with the highest mean of 4.38. The statement
“Graphic Health Warnings will reduce the number of smoking related deaths in the
Philippines” got the lowest weighted mean of 4.08.
The results stated in table 3.1 shows that the respondents prefer the positive
statements than the negative one. Fong (2010) cited that health warning labels on
cigarette packs have been identified as the most effective approach of delivering
education to both smokers and non-smoker The computed average chi-square of the three
factors is less than the critical value, therefore the result is not significant.
This result shows that there is no significant relationship between the
respondents’ level of awareness to Graphic Health Warnings and the Age of the
respondents.
This implies that the respondents know the risk of smoking no matter what their
age is. Smokers can experience stress and peer-pressure at the very young age because of
school and it might continue when you’re adult because of job.
Table 3.2 shows that there is no significant relationship between the respondents’
level of awareness to Graphic Health Warnings and the Sex of the respondents.
The result implies that regardless of sex, cigarette users see the risk of smoking.
Whatever the sex is, smokers are still human and they find smoking as an outlet with
their stress and anxiety. Adults find cigarette as a means of pleasure, thus, it is very
difficult to resist.
Limitations of the Study
The study started on November 2015 up to October 2016 in Pamantasan ng
Lungsod ng Marikina, particularly in SSS Campus. Research respondents which was the
Criminology Students, were limited to the active smokers ages 18 and above to measure
the effectiveness of Graphic Health Warnings to cigarette users. This study did not
include minors since there is a law prohibiting retailers to allow minors to buy cigarettes.
The technicalities and implementation of the law were not covered in this study but only
the perception of the respondents regarding the Graphic Health Warnings.
Recommendation
The following are the recommendations suggested by the researchers of this study:
1. The researchers recommend to add another demographic profile that will help
future studies in Graphic Health Warnings such as:
a. Family Monthly Income
b. Marital Status
c. Work / Job

2. The Department of Health should focus on Self-Efficacy Belief because based on
the findings, the respondents were not yet ready to give up smoking. DOH should
create a campaign that directly teaches the smokers on how to reduce their usage
and eventually, how to stop.
3. Have disclaimers in every end of the movies which contains smoking scenes to
serve as a warning that the provided scenes should not be tolerated.
4. Department of Health should provide seminars in every barangay and schools for
everyone especially the youth to be educated about what they are being curious
about so that it could be avoided.
5. Graphic Health Warnings should be posted at:
a. Public transportations like Jeepney, MRT and LRT so that the commuters
who are usually the smokers will be able to see the posters/warnings.
b. Bars because almost all people in the bars with smoking areas are
smokers.
6. Future researchers might consider non-smokers as part of the respondents to know
their perception. They should also consider the minors because there are smokers
who start using cigarette on their young age.
7. Posting infomercials in social media sites regarding the GHWs. Since posting of
infomercials are free, most of the public have access to social media.
8. The Department of Health should also provide Graphic Health Warnings with
positive effects of not smoking to have different way of persuading the smokers
and non-smokers to quit and try not to smoke.

9. College of Arts and Sciences might create a Poster Making Contest that directly
support the Graphic Health Warnings Campaign. The output might be posted at
public places such as Barangay halls, School establishments, Hospitals and the
likes where most people can see it.
10. Future researchers might consider studying which is better on the perception of
the public: the negative effects of smoking or the positive effects of not smoking?
Proposed Program that will provide an Effective Graphic Health Warnings
Campaign
This table presents a proposed program that shows the objectives, activities and
expected outcome that will help to provide an effective Graphic Health Warning
Campaigns especially in Self-Efficacy Belief.
Objectives Activities Expected Outcome
-To strengthen the -Seminar -The audience will have a better
campaign especially in -Film/Documentary understanding about the health
Self-efficacy Belief. Viewing risks of using cigarette.
-To encourage the -Infomercials through -The audience will realize how
cigarette users to stop. Social Media they are risking their lives
-To encourage the because of smoking.
audience to live a -The audience will try to reduce
healthy lifestyle. the number of cigarette they

consume, then stop eventually.
This program aims to provide an effective Graphic Health Warning campaigns, as
well as strengthen the existing campaigns, especially in Self-Efficacy Belief. The
proposed activities will serve as an eye-opener to the audience for them to realize the
health risk of using cigarettes.
REFERENCES
Bandong, B.M. (2015). The Profile Analysis on the Employability of PLMar AB Mass
Communication Graduates: Basis for a College Job Placement Program.
Brower-Meeks, L., &Heit P. (1984). Health Research. Health: Focus on You. Charles E.
Merrill Publishing Company, 200-204.
Calleja, N. P. (2015). Graphic Warnings on Cigarette Packs Due. Health Justice
Philippines,
http://www.healthjustice.ph/graphic-warnings-on-cigarette-packs-due/.
Cheun-Li, J.M. (2015). The Effects of Tobacco Graphic Health Warnings on Smokers.
University of Otago, 104-106.

Dieterich, S.E. (2012). Graphic Cigarette Package Warning Labels: Investigating the
Effectiveness of Graphic Images among New and Occasional Smokers. Colorado
State University.
Echaluce, C. C. L. (2014).Gov’t urged to fight efforts to weaken laws versus
smoking. Manila Bulletin.
http://www.mb.com.ph/govt-urged-to-fight-efforts-to-weaken-
laws-versus-smoking/.
Hammond, D. et al. (2006).Effectiveness of cigarette warning labels in informing
smokers about the risks of smoking: findings from the International Tobacco
Control (ITC) Four Country Survey. Tobacco Control.
Kahnert, S. et al. (2014).Effectiveness of Pictorial Health Warnings on Cigarette
Packages. Heidelberg: German Cancer Research Center.
Liuk, J. (2006).A Picture of Health? Why Graphic Warnings Don’t Work. Democracy
Institute, 33-34.
Mead, E. L. et al. (2015).The Role of Theory-Driven Graphic Warning Labels in
Motivation to Quit: A Qualitative Study on Perceptions from Low-income, Urban
Smokers. US National Library of Medicine National Institute of Health.
Pietrangelo, A. (1997).The Effects of Smoking on the Body. Healthline 25 Aug. 2014.

Robinson, Thomas, and Joel D. Killen (1997). Do Cigarette Warning Labels Reduce
Smoking? Paradoxal Effects among Adolescents. Archives of Pediatrics and
Adolescent Medicine, 151-267-272.
Suresh, K. (2003). Journalism and Mass Communication.
http://www.peoi.org/Courses/Coursesen/mass/fram2.html
Thrasher, J. F. et al. (2013).Images in Cigarette Warning Labels: How Should They
Warn? American Medical Association, 704-712.
APPENDICES
APPENDIX A:

(SAMPLE REQUEST LETTER)
APPENDIX B:
(SAMPLE SURVEY LETTER)

College of Arts and Sciences
Department of Communication
Date:___________
Dear Respondent/s:
Greetings!
We are conducting a research entitled STUDENTS’ PERCEPTION ON THE
EFFECTIVENESS OF GRAPHIC HEALTH WARNINGS TO CIGARETTE
USERS as a course requirement for the degree Bachelor of Arts in Communication.
In connection with this, we would like to ask your help to provide the necessary data for
our study, please feel free to answer the questionnaires, and rest assured that all pertinent
information will be treated with high confidentiality.
We really appreciate your assistance and support in this particular research endeavor.
Thank you very much for your cooperation.
Very truly yours,
THE RESEARCHERS
Noted by:
ALDRIN G. JADAONE
(Instructor)
APPENDIX C
(SAMPLE SURVEY INSTRUMENTS)
Part I.
A. Please check the box that best describe your answer.
1. Are you a smoker? Yes No

(If yes, continue answering. If not, give this survey questionnaire to the researchers.)
2. Age
18-20 21-23
24-26 27 above
3. Sex
Male
Female
Part II.
For each statement below, check the appropriate box that most represent your level of
agreement after seeing the Graphic Health Warnings. Strong Agree = SA, Agree = A, Neutral =
N, Disagree = D, Strongly Disagree = SD.
Lagyan ng Tsek (√) ang kahon na tumutugon sa iyong kasagutan. Lubos na Sumasang- ayon
(LSA), Sang- ayon na Sang- ayon (SNS), Sang- ayon (S), Hindi Sumasang- ayon (HSA), Lubos na
hindi Sumasang- ayon (LHS)
Risk Perception SA A N D SD
(LSA) (SNS) (S) (HSA) (LHS)
1.Graphic Health Warnings help me realize that smoking is

dangerous to my health.
(Ang “Graphic Health Warnings” ay nakatulong upang malaman
ko na ang paninigarilyo ay nakasasama sa aking kalusugan.)
2. Graphic Health Warnings help me realize that smoking will
cause severe ailments such as Mouth Cancer, Lung Cancer,
Gangrene, Impotence etc.
ko na ang paninigarilyo ay nakapagdudulot ng kanser sa bibig,
kanser sa baga, pagkabaog, at kung ano-ano pang malulubhang
sakit.)
3. Graphic Health Warnings help me realize that smoking kills
me slowly.
(Ang “Graphic Health Warnings” ay nakatulong upang
mapagtanto ko na unti- unti akong pinapatay ng paninigarilyo.)
4.Graphic Health Warnings help me realize that smoking causes a
large number of deaths.
ko na ang paninigarilyo ay isa sa nagiging sanhi ng pagkamatay
ng maraming tao.)
5.Graphic Health Warnings help me realize that my relatives who

don’t smoke are also at risk. *Secondhand Smoking*
ko na maging ang kalusugan ng aking kapamilya na hindi
naninigarilyo ay apektado rin.)

Self-Efficacy SA A N D SD
(LSA) (SNS) (S) (HSA) (LHS)
1. Graphic Health Warnings help me consider to reduce smoking.

(Ang “Graphic Health Warnings” ay nakatulong upang bawasan ko
paninigarilyo.)
2. Graphic Health Warnings help me consider quitting smoking.

(Ang “Graphic Health Warnings” ay nakatulong upang tumigil ako sa
paninigarilyo.)
3. I will quit smoking because of the health risk of using cigarette.

(Titigil na ako sa paninigarilyo dahil sa mga masasamang maidudulot
nito sa aking kalusugan.)
4. I will continue smoking because Graphic Health Warnings do not

have an impact to me. (Ipagpapatuloy ko ang paninigarilyo dahil
walang epekto sa akin ang “Graphic Health Warnings”.)
5. I will continue smoking despite knowing the health risk of using

cigarette.
(Ipagpapatuloy ko ang paninigarilyo kahit na malinaw sa akin ang
panganib na dulot ng paninigarilyo.)
Response-Efficacy SA A N D SD
(LSA (SNS) (S) (HSA) (LHS)
1. Graphic Health Warnings will reduce the number of smoking related
deaths in the Philippines.
(Ang “Graphic Health Warnings” ay nakatulong upang mabawasan ang
bilang ng mga namamatay dahil sa paninigarilyo.)
2. Graphic Health Warnings will help the public to see the health risks
of smoking.
(Ang “Graphic Health Warnings” ay nakatulong upang makita ng
Publiko ang masamang dulot ng paninigarilyo.)
3. Graphic Health Warnings will encourage the cigarette users to stop

smoking.
(Ang “Graphic Health Warnings” ay nakatulong upang mahikayat na
tumigil sa paninigarilyo.)
4. Graphic Health Warnings will discourage the youth to start smoking.

(Ang “Graphic Health Warnings” ay nakatulong upang hindi na subukan
ng mga kabataan ang paninigarilyo.)
5. Graphic Health Warnings will promote healthy lifestyle.

(Ang “Graphic Health Warnings” ay nakatulong upang maitaguyod ang
maayos at malusog na pamumuhay.)

APPENDIX D
(ADVISER’S ENDORSEMENT)
COLLEGE OF ARTS AND SCIENCES
COMMUNICATION DEPARTMENT
ADVISER’S ENDORSEMENT
The undersigned thesis adviser certifies that he/she has read the thesis entitled:
“STUDENTS’ PERCEPTION ON THE EFFECTIVENESS OF GRAPHIC
HEALTH WARNINGS TO CIGARETTE USERS”
prepared by:
Jude Mark Aplacador F.

Lency Badaran B.
Jessica Delos Santos B.
Maria Antonette Garcia A.
Michael Joe Gerona L.
Jaya Solomon E.
Dia Tehero B.
and that the same complies with the standards prescribed for the Bachelor of Arts in
Communication (BAC) Thesis Committee. In view thereof, the undersigned endorses the
said Thesis for the FINAL EXAMINATION.
__________________________
Thesis Adviser’s Name and Signature

Sierra Madre Street, corner Rainbow Street, SSS Village, Concepcion Dos, Marikina City
UNDERGRADUATE THESIS DEFENSE PANEL REPORT
College/Programs:
Date/Time of Defense:
Semester/School Year:
Defense Category: Proposal Final
Thesis Adviser:
THESIS TITLE
RESEARCHERS
(Name/Section)
1.) 5.)
2.) 6.)
3.) 7.)
4.) 8.)
THESIS RATING
Manuscript /Documentation (50%) Presentation (50%)
-Relevance = 20% -Mastery = 30%
- Completeness = 20% -Articulation = 10%
- Neatness = 10% -Discipline = 10%
DEFENSE RESULT
PASSED with MINOR Revision

Minor A (96-99) Minor B (90-95) Minor C (85-
89)
PASSED with Revision (80-84)
SATISFACTORY (75-79) FAILED

EXAMINER
Name: Signature:
Comment/Remarks:
FINAL RATING:

ADVISER’S ENDORSEMENT
The undersigned certifies that he/she had read and carefully scrutinized the thesis
entitled:
“STUDENTS’ PERCEPTION ON THE EFFECTIVENESS OF GRAPHIC

HEALTH WARNINGS TO CIGARETTE USERS”
by:
_________________________________
__________________________________
_________________________________
__________________________________
_________________________________
__________________________________
_________________________________
__________________________________
and that the same complies with the standards prescribed for the Degree Bachelor
of Arts in Communication (BAC) and CASEC Thesis Committee.
In view thereof, the undersigned endorses the said Thesis for FINAL
EXAMINATION.
For your information and guidance;
__________________________ _________________
NAME/ABOVE SIGNATURE (DATE)
(THESIS ADVISER)
MICHAEL JOE L. GERONA

108 Lacolina Santan St., Fortune, Marikina
City, Metro Manila, Philippines
Contact Number: 09261380989
michaeljoegerona@yahoo.com
michaeljoegerona@ymail.com
OBJECTIVE
Obtain a position in your company where I can maximize my skills and
use my training experiences to enact the vision and mission of the company.
EDUCATIONAL BACKGROUND
Tertiary: International Electronics and Technical Institute
34 Lark Street, Sta. Elena, Marikina City
Bachelor of Science Information Technology
2008-2012
Bachelor of Arts in Communication
4th year
SKILLS
 MS Office Application
(MS Word, Excel, PowerPoint, Access)
 Computer Software & Hardware Installation
 Video and Photo Editing
 Web Designing
 Hardware Troubleshooting
 Scriptwriting
SEMINARS ATTENDED
Training Methodology October – November 2011
Agile Methodology October 2011
Open Source and Free Software September 2011
Windows Active Directory August 2011

Youth Conference in Information Technology February 2011
(University of the Philippines, Diliman Campus)
Adobe Macromedia Flash (IETI Marikina) August 2010
TRAININGS / CERTIFICATIONS
 Building Wiring Installation (NCII)

 National Certification II Computer Hardware Services (NCII)
 SAM and TOM International (Microsoft Word 2007)

 SAM and TOM International (Microsoft Excel 2007)
 CISCO Networking I - IV
WORK EXPERIENCE
VIVA PSICOM Publishing Corp. / PSICOM Publishing Author
(September 2014 – Present)
Quirino Memorial Medical Center Web Developer
(December 2011 – March 2012) (Internship)
Department of Education Office Staff
(April 2011 – May 2011) (Internship)
TV5 / ABC5 (Radyo Singko) Student Correspondent
May 9, 2016
PERSONAL INFORMATION
Birth date : May 28,1991

Civil Status : Single
Religion : Catholic
Nationality : Filipino
Height : 5’7
Weight : 73 kg.
CHARACTER REFERENCES
Mr. Kevin Torres IETI - Marikina
IT – Professor 09422486212
Ma. Ana Theresa Cruzate 09991641146

Author
I hereby certify that the above information are true and correct to the best of my belief.
_____________________
Michael Joe Gerona

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PAMANTASAN NG LUNGSOD NG MARIKINA

STUDENTS’ PERCEPTION ON THE EFFECTIVENESS OF GRAPHIC

HEALTH WARNINGS TO CIGARETTE USERS

the Communication Arts Program

Pamantasan ng Lungsod ng Marikina

of the Requirements for the Degree

Bachelor of Arts in Communication

Jessica Delos Santos

Maria Antonette Garcia

Michael Joe Gerona

COLLEGE OF ARTS, SCIENCES EDUCATION AND CRIMINOLOGY

This thesis entitled: “STUDENTS’ PERCEPTION ON THE

prepared and submitted by:

Jude Mark F. Aplacador

in partial fulfillment of the requirements for the degree of Bachelor of Arts in

ALDRIN G. JADAONE, Ed D. ARMANDO RUGAS

Ma. ROSARIO M. QUEJADO, EdD MR. RICHARD RODRIGUEZ

JON PAULO L. BARCELONA Ma. VERONICA C. IRINGAN, M.A, MAED

JON PAULO BARCELONA

MA. ROSARIO M. QUEJADO

and very helpful suggestions to further improve our study;

Ms. Veronica Iringan, for validating the questionnaire that we created to be

understand the gathered data.

We cannot end this without thanking our family, whose consistent

COLLEGE OF ARTS, SCIENCE EDUCATION AND CRIMINOLOGY

knowledge in our everyday lives.

morally and financially.

and constant source of knowledge and inspiration.

To our friends, for their encouragement and support.

COLLEGE OF ARTS, SCIENCE EDUCATION AND CRIMINOLOGY

researchers aim to investigate the effectiveness of Graphic Health Warnings to cigarette

the researchers to emphasize the conducted study.

The researchers chose the Criminology Students of Pamantasan ng Lungsod ng

COLLEGE OF ARTS, SCIENCE EDUCATION AND CRIMINOLOGY

COLLEGE OF ARTS, SCIENCE EDUCATION AND CRIMINOLOGY

Background of the Study……………………………………………………..………..….1

Review of Related Literature……………………………………………………………...2

Statement of the Problem………………………………………………………..……..…6

Significance of the Study………………………………………………………..…….….7

COLLEGE OF ARTS, SCIENCE EDUCATION AND CRIMINOLOGY

Participants and the Sampling Technique………………………………………...…….19

Data Gathering Procedure…………………………………………………….……..….20

Statistical Tools Treatment of Data…..……………………………………….…….......20

Demographic profile of the respondents……………………………………….……….23

Level of Awareness of the Respondents…...………………………………….……..…25

Relationship between the Respondents’ Level of Awareness and Demographic

COLLEGE OF ARTS, SCIENCE EDUCATION AND CRIMINOLOGY

A. Sample Request Letter to the School Officials…………..………………...39

B. Sample Letter to the Respondents………………………………………….. 40

C. Sample Survey Instrumetns………………………………………………… 43

COLLEGE OF ARTS, SCIENCE EDUCATION AND CRIMINOLOGY

Table 1.1: Profile Respondents According to Age………………………………....……23

Table 1.2: Profile Respondents According to Sex………………………………….……24

Table 2.1: Risk Perception……………..………………………………………....……...26

Table 2.1: Self-Efficacy Belief…….…..……………………………………..…..……...27

Table 2.1: Response Efficacy Belief…...……………………………………..…..……..28

Table 3.1: Relationship between the