The anti-smoking advertising campaign in Hong Kong: communication and attitudinal perspectives

Chi-fai Chan

The CAPP model (Maloney, 1966; Aaker & Myers, 1987) was used to evaluate the anti-smoking advertising campaign in Hong Kong.

The anti-smoking advertising campaign in Hong Kong: communication and attitudinal perspectives

Chi-Fai Chan

The CAPP model (Maloney, 1966; Aaker & Myers, 1987) was used to evaluate the anti-smoking advertising campaign in Hong Kong. The findings indicated that the campaign has different communication effects on smokers and non-smokers. Though more smokers can comprehend the message correctly, a smaller number of them have formed a negative attitude towards smoking as compared to non-smokers. Based on the attitudinal differences of the two groups, implications with respect to advertising appeals can be drawn. This study also suggests that the government's campaign should seek to...

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