Title: More than 20 years of AIDS prevention: What has been said when and to whom?
Authors: Adams, Leen
Geuens, Maggie
Issue Date: 2008
Conference: The International Conference on Research in Advertising (ICORIA) location:Antwerp date:2008
Abstract: 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.
Publication status: published
KU Leuven publication type: IMa
Appears in Collections:Research Centre for Work and Organisation Studies (WOS Bxl), Campus Brussels
Faculty of Economics and Business (FEB) - miscellaneous

Files in This Item:

There are no files associated with this item.


All items in Lirias are protected by copyright, with all rights reserved.