從菸品廣告內容看菸商的說服企圖

Portrayal of Smokers in Cigarette Advertising

本研究試圖瞭解菸商在廣告中所使用的說服技倆為何。主要針對香菸廣告中的價值呈現、生活型態描繪與廣告人物形象作探討。研究發現香菸廣告中最常訴諸的價值為「享受生活」、「自尊」、「智慧」、「刺激的生活」與「富裕的生活」。而廣告中的生活型態描繪，主要以「運動活動」與「個人休閒」為主軸。同時，香菸廣告主要將吸菸族描繪成陽剛、愛冒險、享受生活、朋友多與具性感魅力。此研究結果如何應用在反菸宣傳的設計也將在結論中探討。

This study analyzed content of cigarette advertising from May 2001 to May 2003. The analysis mainly focused on the portrayal of personal values, lifestyles as well as smokers' image. Results demonstrated that the most dominant values in cigarette advertising were 'enjoying life,' 'self respect,' 'wisdom,' and 'a comfortable life.' In addition, cigarette advertising was more likely to feature a lifestyle that was full of exciting sports and leisure activities. Finally, smokers were portrayed to be masculine, risk taking, hedonic, popular and erotic. How the findings of this study could help health campaigners in designing effective anti-smoking messages were also addressed in the discussion.