其他摘要：The objectives of research we’re toanalyze the content analysis of anti-smokingadvertising campaigns on Thai TV. This researchwas a study of anti-smoking media campaignshown on Thai television by using the contentanalysis as a research method to obtain basicinformation in the preparation of such media. Thesample of the analysis included 2 5 anti-smokingadvertising campaigns shown on free TV inThailand. Between 2002- 2 0 1 5, the researchers interviewed 5 representatives from mediaproducers. The instruments used in the researchhad a reliability value of 0.875 and the statisticsused were frequency, percentage, mean, andstandard deviation.The content analysis of anti-smokingadvertising campaigns on Thai TV “the power oflove” had the most views (1,564,861 views). Theanalysis was based on strategies of Messageappeals (Hawkins et al. (1998) ) . The results ofthe content analysis of anti-smokingadvertisingcampaigns on Thai TV found that thefirst strategy used in the advertisements was isEmotional appeals (1 2 cases, 4 8 %) . Theseadvertisementsattempted to draw on emotions andfeelings of the consumers to increase fondness.The second is Fear appeals (9 cases, 36%). Thistype of work showed the results or the dangerthat wouldbadly happenif consumers did notchange their attitudes and behaviors. And the lastis Humorous appeals(4 cases, 16%), which usedhumor to attract and change the perception of theconsumers.The findings were positively related tothe study of Paek et al. (2013), who analyzed thecross-cultural comparison of interactivity andadvertising appeals on antismoking websites andvideo content on YouTube in the United Statesand South Korea. The study found that the valueof viewing,the invitation of messages, and therelationship between the recipients depend on thedifferent types of strategies of message appeals,such as "Threat," "Social," and "Humorous appeals."
