Body of Knowledge

Assessing the Effectiveness and Impact of Televised HIV/AIDS Public Service Announcements in Zimbabwe
by Mandi Chikombero

The study examines the televised anti-HIV/AIDS public service announcements (PSAs) in Zimbabwe to determine the types of messages that people are receiving. It also determines the general types of messages that were being delivered via televised PSAs, the depiction of social/cultural norms in Zimbabwean televised PSAs and the types of televised PSA messages and their effectiveness, based on the concepts of threat and efficacy through EPPM. Suggestions for the design of PSAs is also formulated.

Publication Type: Conference / Unpublished Paper: 29 pages
Publisher: International Communication Association (2005)
Location: New York, USA
Language: English

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