Persepsi Perokok Aktif Dalam Menanggapi Himbauan Peringatan Pada Iklan Bahaya Rokok (studi Pada Masyarakat Jalan Air Dingin 3 RT. 3 RW. 5 Kelurahan Air Dingin Kecamatan Bukit Raya Kota Pekanbaru)

Warning pictures conveyed can cause different effects for the communicant, so that the illustration / picture is expected to have an effect in accordance with the wishes of the communicator. Warning images contained in cigarette packs can be categorized in the form of Public Service Advertising (ILM) which is graphic design, because in the appeal contains information on the form of images of the dangers of smoking for health and the appeal is printed on cigarette packs through graphic design in the form of images. The purpose of this study is to analyze the perception of active smokers on the appeal of a warning on the dangers of cigarette advertisements. The research method used is a qualitative method. Data collection techniques are observation, interview and documentation. From the results of interviews and observations that have been carried out it can be concluded that the perception of active smokers responding to warning calls on cigarette danger advertisements (Study on the community of Jalan Air Dingin 3 RT. 3 RW. 5 Kelurahan Air Dingin Kecamatan Bukit Raya Pekanbaru City Pekanbaru) is almost the same or not different, namely: a. warning of the dangers of cigarette advertising is not true, b. warning is making it up or made up, c. too dramatic or harmless, d. cigarette warning pictures do not match the effects of smoking, e. just engineering to scare smokers which means that all smokers do not understand that the warning explains the cigarettes they consume are actually not good for health and can cause various diseases. All informants still relax to do the habit of smoking after knowing the advertisement of the dangers of smoking