| dc.description.abstract | Damage of smoking which affects people’s health at all times has been one of the biggest health problems. Based on the governmental promotion, regulations & the way of carrying out the healthy donation, the condition of smoking damage still hasn’t been improved a lot. However, the smokers only change the places of smoking after the government announces that all of the public places are disallowed to smoke, but it doesn’t decrease the percentage of smokers effectively.
Nowadays, there are a large number of advertisements on ads which are based on the negative description. The main point of the study is going to realize which way of presentation will be more efficient under different situation-positive or negative message framing.
The independence variables contain Message Framing (Positive/Negative), Photo Presentation (Group/Individual), Advertising object (Self/Others), Context Presentation (Focus on photo/Focus on word), Sex diversity of examinees and model (Same/Different), the study is going to add the moderating factor of the benefit preference of smoking, demonstrate how the situation of different combination will result in what kinds of influence.
The research results can be realized that: In 「Group」 situation, use 「Positive」message framing gets better effect, but in 「Individual」 situation, it will be more effective to use 「Negative」 message; The better advertising attitude could be received by using 「Negative」 message framing in 「Same」 sex of sample & models situation, yet in「Different」sex of sample & model situation, the way of using 「Positive」 message framing would get much higher advertising attitude ;In 「Self」situation, use 「Negative」 message framing gets better effect, but in 「Others」 situation, it will be more effective to use「Positive」message.
Therefore, the different message framing could be utilized to persuade various smokers by considering the various situations.
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