The picture of health? Message standardization and recall of televised AIDS public service announcements

Document Type

Article

Publication Date

Summer 1997

Publication Title

Public Relations Review

Publisher

Elsevier

Volume

23

Issue

2

Abstract

The results of The Picture of Health demonstrate that differences exist between African Americans and Non Hispanic Whites in recall of verbal and visual themes of televised AIDS public service announcements. These differences are anchored in a complex relationship among emotions, attitudes, and opinions about the place of science and technology in society, and the “how we say it” elements used to create an individual PSA. The data suggest that effective healthcare communication campaigns require a focused thematic strategy, tactically organized to different combinations of “how we say it” elements to communicate effectively with a diverse, active audience.

Keywords

Advertising; Public service; African Americans – Communication; AIDS (Disease); Communication in medicine; Whites – Communication

Disciplines

Broadcast and Video Studies | Gender, Race, Sexuality, and Ethnicity in Communication | Health Communication | Immune System Diseases | Science and Technology Studies | Virus Diseases

Language

English

Publisher Citation

T.N. Walters, Lynne M. Walters, Marilyn Kern-Foxworth, Susanna Hornig Priest The picture of health? Message standardization and recall of televised AIDS public service announcements Public Relations Review, Volume 23, Issue 2, Summer 1997, Pages 143–159 http://dx.doi.org/10.1016/S0363-8111(97)90021-7

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