Hackleman Jr., Edwin C.
January 1973
Journal of Business Communication;Winter73, Vol. 10 Issue 2, p3
Academic Journal
This article presents an examination of the effects of persuasive communication on the attitudes of cigarette smokers and non-smokers in the U.S. The author notes that a great deal of the success attributed to the anti-smoking campaign in the U.S. should be given to the American Cancer Society and the American Heart Association for their respective advertising campaigns. The author attempts to measure the success of anti-smoking messages by their ability to change the attitudes of smokers. The author is interested in examining if there is a relationship between the amount of information given in an advertisement and the amount of change in a smoker's attitude. Also of interest is whether the smoker's cigarette consumption is related to change in attitude.


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