The International Conference on Research in Advertising (ICORIA) location:Antwerp date:2008
We document on how AIDS prevention campaigns are designed from their first appearance until today. Specifically, we study time trends in prevention objectives, appeal and endorsement type. We also examine whether the specificity of target groups is taken into account in real-life message design. Therefore, a content analysis grounded in literature was conducted on 134 print and television ads, an almost exhaustive collection for a particular West-European region. Theoretically-based message trends over time and within different audiences were identified for prevention objectives and level of rationality/emotionality. Hypotheses about threat-action information and endorsement were not supported. Practical implications are provided.