Perceptual Defense of HIV and AIDS Advertisement: A Study on Youth of India

19 Pages Posted: 3 May 2007 Last revised: 25 Mar 2008

See all articles by Mridula S. Mishra

Mridula S. Mishra

Indian Institue of Foreign Trade

Paromita Goswami

Shiv Nadar University

Date Written: March 25, 2008

Abstract

India, with one of the youngest population in the world, and the third largest number of HIV and AIDS affected people, is in crying need of effective awareness and prevention campaigns. In orthodox Indian society, HIV and AIDS campaigns are subject to viewers' skepticism as they are related to culture, and people are quite sensitive in processing the information disseminated. The content of the advertisement, language and mode of expression are some of the factors that affect the consumers' choice of viewing an advertisement. With this view a two fold attempt has been made. Firstly, a study of the feeling developed in the minds while processing the same campaign which is broadcasted in different media vehicle has been done. Secondly, the study has aimed to examine that if there is a perceptual defense of anti-AIDS campaigns with negative affect. The results and inferences have been discussed with an objective of increasing the effectiveness of such campaigns.

Keywords: HIV and AIDS, Advertising, media choice, perceptual defense

Suggested Citation

Mishra, Mridula S. and Goswami, Paromita, Perceptual Defense of HIV and AIDS Advertisement: A Study on Youth of India (March 25, 2008). Available at SSRN: https://ssrn.com/abstract=983464 or http://dx.doi.org/10.2139/ssrn.983464

Mridula S. Mishra

Indian Institue of Foreign Trade ( email )

New Delhi, Delhi 110016
India

Paromita Goswami (Contact Author)

Shiv Nadar University ( email )

NH-91, Village- Chithera, Tehsil-Dadri,
Dist. Gautam Buddha Nagar, UP
Gautam Buddha Nagar, Uttar Pradesh
India

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