在吸菸害處廣為人知、禁菸運動廣為推行之時，香菸廣告對吸菸行為帶來的可能影響仍是未有定論。香菸商針對不同的廣告對象，藉著精心設計的廣告，以各種模特兒的形象訴求，試圖抵消吸菸有害健康的警訊對現存吸菸者及潛在消費者的影響，以維持並擴展香菸的市場。本研究的主要目的乃是探討香菸廣告中模特兒與健康警語的呈現對香菸廣告效果的影影;另外並探討個人對吸菸害處的信念對香菸廣告效果的影響。

本研究以250名大學生為研究樣本，採實驗室實驗法，以幻燈片的方式呈現香菸廣告，受試者以問卷評量香菸廣告的效果。主要操弄的變項有二: (1)模特兒(有、無)(2) 健康警語(無、一般性、明確性)。依變項的測量包括廣告效果的三個向度: (1) 認知心理效果; (2) 情感心理效果;(3) 意向心理效果。

研究結果主要發現: (1) 在有模特兒的情況下，香菸廣告的廣告情感心理效果和廣告意向心理效果比起沒有模特兒者來得高; (2) 在沒有健康警語的情況下，香菸廣告的廣告情感心理效果比有健康警語者來得高; (3) 香菸廣告的廣告心理效果並不會受個人菸害信念高低的影響。

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