The major purpose of this study is to evaluate the communication effect of two 2006 anti-tobacco commercial films in Taiwan. This study also explores the differences of communication effect among audiences with different demographic variables.
To achieve the above research purpose, this study employed both quantitative and qualitative methods to collect research data. The results of this study indicate that the messages of 2006 anti-tobacco commercial films have reached over 20% of the audiences who are over 15 years old. However, the study also makes some suggestions based on the research findings. First, the target audience of 2006 anti-tobacco communication should be more specific. Second, although the content messages are very creative, it is important that the content messages should be more target audience orientation. Third, the anti-tobacco communication should employ segmentation marketing to focus on specific audience for persuading them to quit smoking or preventing them to addict to smoking. Therefore, the anti-tobacco messages should be put in the media which can reach the target audience in order to achieve the best effectiveness of anti-tobacco communication.