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

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. T.N. Walters is Assistant Professor of Journalism, Northeast Louisiana University. Lynne M. Walters, Marilyn Kern-Foxworth, and Susanna Hornig Priest are Associate Professors of Journalism, Texas A & M University. 1997 JAI Press Inc. All rights of reproduction in any form reserved.

authors

• Walters, Lynne

published proceedings

• PUBLIC RELATIONS REVIEW

author list (cited authors)

• Walters, T. N., Walters, L. M., KernFoxworth, M., & Priest, S. H.

citation count

• 8

complete list of authors

• Walters, TN||Walters, LM||KernFoxworth, M||Priest, SH

publication date

• June 1997

publisher

• Elsevier  Publisher

published in

• Public Relations Review  Journal

keywords

• 36 Creative Arts And Writing
• 47 Language, Communication And Culture
• 4701 Communication And Media Studies

Digital Object Identifier (DOI)

• 10.1016/S0363-8111(97)90021-7

start page

• 143

end page

• 159

volume

• 23

issue

• 2

URL

• http%3A%2F%2Fdx.doi.org%2F10.1016%2Fs0363-8111%2897%2990021-7