| Abstract: | 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 establish a negative attitude towards smoking by smokers. |
