Communicating for Change: Content and Message Appeal Strategies in Thailand's World No Tobacco Day Slogans

Abstract

This article aims to analyze the content and message appeal strategies employed in the 36 slogans of the World No Tobacco Day in Thailand from 1988 to 2023. The slogans were collected from the Campaign for Non-Smoking Foundation website (https://ashthailand.or.th/content/lists/94/10). The findings reveal that the most common content strategies used in the World No Tobacco Day slogans in Thailand are as follows: (1) Conveying the method of action, (2) Emphasizing the campaign's outcomes through the use of "Do" or "Do not," (3) Establishing a sense of affinity, and (4) Claiming a person. Regarding message appeals, the prevalent strategies in the World No Tobacco Day slogans in Thailand include: (1) Emotional Appeals, (2) Fear Appeals, (3) Value-Expressive versus Utilitarian Appeals, and (4) Comparative ads. However, Humorous Appeals were not found. Additionally, it is noteworthy that content strategies are associated with specific message appeal strategies.