ERIC Number: ED284219
Record Type: RIE
Publication Date: 1987-Aug
Reference Count: 0
You Did What? Using the AIDS/Condoms Advertising Controversy in the Classroom.
Convinced that students in a college advertising class could profit from a discussion about AIDS and condom advertising and hoping to design a related creative problem that would incorporate effective advertising principles, an instructor planned a class project that revolved around public service advertising and the AIDS issue. The students actively discussed various approaches to a sensitive issue such as AIDS, and then worked on standard questions to create a copy platform--in this case, an anxiety relieving measure as well as a structural base focusing on target audience, positioning, tone, product benefits, major marketing problem, and unique selling proposition. The class studied existing condom ads and brochures about AIDS from the student health center, and considered several approaches to the topic. As a final assignment students wrote and recorded a radio advertisement for condoms, associating the condoms with the AIDS crisis. All but two of the students completed the assignment, and the finished commercials showed a directness toward the subject matter, an understanding of radio writing style, and a sincere desire to communicate the message. A post-project questionnaire elicited student opinions of the assignment, which proved to the instructor that learning can occur under stress, if formal structures are present as lifelines. (A sample questionnaire and examples of student scripts are appended.) (NKA)
Publication Type: Reports - Descriptive; Speeches/Meeting Papers
Education Level: N/A
Authoring Institution: N/A
Identifiers: Advertising Copywriting; Public Service Advertising
Note: Paper presented at the Annual Meeting of the Association for Education in Journalism and Mass Communication (70th, San Antonio, TX, August 1-4, 1987).