Audience Recall of AIDS PSAs among U.S. and International College Students.

Lee, Jung-Sook; Davie, William R.

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Peer reviewed

ERIC Number: EJ548865

Record Type: Journal

Publication Date: 1997

Pages: N/A

Abstractor: N/A

ISBN: N/A

ISSN: ISSN-1077-6990

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Audience Recall of AIDS PSAs among U.S. and International College Students.

Lee, Jung-Sook; Davie, William R.

Journalism and Mass Communication Quarterly, v74 n1 p7-22 Spr 1997

Shows that audience recall of AIDS public service announcements (PSAs) is related to message appeal types, cultural identity, and gender. Finds that strong emotional appeals are better remembered than rational ones; U.S. viewers recalled more than international participants; and college women recalled more than college men in general, and emotional AIDS message appeals in particular. (SR)

Descriptors: Acquired Immune Deficiency Syndrome, Audience Analysis, Audience Response, College Students, Cultural Differences, Foreign Students, Higher Education, Mass Media Effects, Media Research, Memory, Sex Differences

Publication Type: Journal Articles; Reports - Research

Education Level: N/A

Audience: N/A

Language: English

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Authoring Institution: N/A

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Author Affiliations: N/A