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Resumen : Las advertencias sanitarias en las cajetillas de tabaco son uno de los metodos mas usados para reducir el consumo de tabaco. Es por ello que se plantea el presente estudio para averiguar si las nuevas imagenes incorporadas en los paquetes de tabaco en mayo de 2016 en Espana son efica­ces, comprensibles e impactan lo suficiente para cesar el consumo de tabaco. Para ello se crearon tres condiciones experimentales: en la primera condicion se utilizaron las cajetillas originales (texto e imagen), en la segunda solo las imagenes de las cajetillas y en la tercera condicion solo el texto con las advertencias. Participaron un total de 94 sujetos que fueron asignados aleatoriamente a las tres condiciones experimentales. Los resultados mostraron que las advertencias con solo texto y las combinadas (texto e imagen) se comprendian mejor que las que solo mostraban la imagen ame­nazante. Por lo tanto, la imagen en solitario reducia la comprension del mensaje llegando incluso a distorsionar su significado. Los analisis mediacionales mostraron que las emociones negativas no ejercian un papel significativo. En cambio, la compresion del mensaje si que actuaba como variable mediadora del efecto del tipo de advertencia sanitaria sobre el impacto preventivo. Palabras clave : Tabaco; advertencia sanitaria antitabaco; prevencion tabaquismo; cese del tabaquismo; comunicacion de la salud. Abstract : The warning labels placed on the cigarette packs are one of the more used methods to reduce the smoking habit among its population. The present study will try to establish whether or not the new images that were incorporated on the cigarette packs in Spain in 2016 are efficient, comprehensible and if they are impacting enough to stop the smoking behavior. On the experiment three questionnai­res were realized, one with the original combined pack (image and text), another one only with the pack image and another one only with the warning text. A total of 94 subjects participated on the ex­periment, they were randomly assigned one of the three experimental conditions. The results showed that the warning labels with just text and the ones that combined text and image were understood better by the subjects that the ones that only showed the threatening image. Therefore, it can be assessed that the image alone reduced the overall comprehension of the message, even distorting its meaning. The mediational analysis showed that negative emotions didn’t interfere with the results. On the contrary, the comprehension of the message worked as a mediating variable of the impact that the sanitary advice caused on the subjects. Keywords : Tobacco; tobacco warning label; smoking prevention; smoking cessation; health communication.

revista española de comunicación en salud

Apelaciones al miedo en advertencias sanitarias para la prevención del tabaquismo: ¿una imagen vale más que mil palabras? = Appeals to fear in health warnings for the prevention of smoking: is a picture worth more than a thousand words?