ERIC Number: EJ548865
Record Type: Journal
Publication Date: 1997
Reference Count: N/A
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)
Publication Type: Journal Articles; Reports - Research
Education Level: N/A
Authoring Institution: N/A