Abstract:  May 31^st, 2012 is the 25^th World No Tobacco Day. Tobacco has become one of the most serious public health issues in the world. In order to persuade people to smoke less or quit smoking, the way of fear appeal is commonly used in the media reports. In the past six years’ reports on tobacco control in People’s Daily, the informing strategies are monotone, and the level of using fear appeal is low, which make them fail to achieve the best persuasive effect.

Key words:  , tobacco control, content analysis, information strategies, fear appeal