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ABSTRACT This research emphasizes on Pictorial Health Warning (PHW) in outdoor media of cigarettes product’s advertisement, focusing on smoker’s perception towards pictorial health warning of “A man smoking with the skull shaped smokes” variant. This study uses qualitative descriptive method exploring the perception on the particular pictorial health warning variant. Informants in this research are located in several big cities in Indonesia. The purpose of this research is to enrich the body of knowledge on health communication, especially on the danger of smoking, and also enforcing government in the effort of communicating the hazardous of smoking towards its public. Key words: pictorial health warning, cigarette, outdoor advertisement
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Priyatna et al. (2016) studied this question.
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