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. The data were analyzed the content strategies according to the conceptual framework of Sornwanee Sawankuranurak (2007) and message appeal strategies according to the conceptual framework of David Mothersbaugh et al. (2020). The findings revealed 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. In addition, the use of comparison language and mixed content strategies was found. 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. Furthermore, a correlation was uncovered between content strategies and certain message appeals strategies within the analyzed slogans. This interplay extends beyond the slogans themselves and manifests in their relationship with various other media. Additionally, the dynamics of Thai society contribute to the emergence and recurrence of specific content within these slogans. This interwoven relationship underscores the complex of the interplay between content strategies, message appeals strategies, and the socio-cultural context, enriching our understanding of the communication of anti-tobacco campaigns in Thailand.