國小學童菸品廣告識讀教學效果研究

A Study of the Effectiveness of the Tobacco Advertisment and Media Literacy on Elementary School Children

本研究目的在探討「菸品廣告識讀教學課程」介入後，對青少年前期（國小六年級）學生所產生的立即影響和持續效果，以及學生對此課程的評價。本研究以「菸品廣告識讀教學課程問卷」為主要評量工具，對研究對象進行前測、立即後測及延宕後測，來瞭解教學效果。本研究的主要發現有：1.菸品廣告設計的認知、對菸品與菸品廣告的認知及對吸菸的期望部分均呈現立即的教學效果；2.在教學介入結束一個月後菸品廣告設計的認知、對菸品與菸品廣告的認知及對吸菸的期望部分之教學效果仍然持續，且接受教學介入者之拒絕吸菸的行為意向明顯高於對照組；3.實驗組有八成以上的學生認為會比以前注意或特別注意菸品廣告，也認為對菸品廣告識讀的能力會大大提高。

The purpose of this study was to explore the effectiveness of a curriculum on tobacco advertisement and media literacy for the elementary school children with a non-equivalent pretest-posttest control group design. The sample was consisted of 4 classes of the six-grade students in one elementary school as experimental school and two classes from the other elementary school in the same educational district as the out-of-school control group（n=47）. The sample from the first school was randomly assigned into the experimental (n=53) and the control (n=55) groups with two classes in each group. Only the students from the experimental group received the intervention curriculum of 6 units for 3 weeks（240 minutes）and the two control groups received nothing. Three groups filled out the pretest, posttest and delayed–posttest questionnaires. One–way Analysis of Covariance and Repeated Measure of Analysis of Covariance were used to test the hypotheses.
The findings in this study were as following：
1. There was immediate effect on the awareness of tobacco advertisement of the media, tobacco advertisement recognition, and expectancies of smoking.
2. One month after the curriculum, the subjects in the experimental group were still better in the awareness tobacco advertisement, tobacco advertisement cognition, and had less expectancies on smoking than the control groups.
3. The score of behavior intention of refusing smoking in the experimental group was not significantly different between experimental and control groups immediately after the intervention; but was significantly greater than control group one month later.
4. The subjects expressed favorite reactions and opinions with the curriculum and enjoyed the activities during the intervention.