Year: 2010
Type: dissertation
Abstract: ENGLISH ABSTRACT: South Africa faces an epidemic, namely, HIV/Aids, which has grown substantially over the last ten years. It can be regarded as the country with the most alarming statistical figures concerning HIV infection rates. Even though South Africa is a country under scrutiny, given the high prevalence of HIV/Aids, this epidemic also constitutes as a global problem, given that an approximate number of 7400 individuals are infected with HIV every day. The number of Aids related deaths has risen from 100 000 in 1999 to over 400 000 in 2009. Given the concern, and in an effort to combat the fast spread of HIV/Aids, the South African government has implemented various educational and support programs. Marketing efforts are related to the above topic, given that various marketing-related practices have been implemented by non-profit organisations in an attempt to create awareness of HIV/Aids and the related risks. These marketing communication programs are referred to as social campaigns. HIV/Aids social campaigns involve communication strategies which attempt to persuade the target market to ensure that they adhere to safesexual practices, by making individuals aware of the threat that infection poses to their lifestyles. Various campaigns also explore how an individual can ensure safe sexual behaviour. Empirical research stretching back to 1975 has provided marketers with guidelines as to what social communication campaigns, concerning threats to human health, should include regarding an emotional, cognitive aspect. Evidence exists for the need to include emotional cues that would stimulate medium to high levels of fear, rather than low levels of fear, in order to effectively persuade an individual to adhere to a protective behavioural pattern. No research has been conducted in order to conclude whether one type of execution style or specific advertising content would result in significantly increased intentions to behave in the recommended protective manner. This study investigated whether different execution styles would result in significantly different levels of attitude, fear and behavioural intention. This was done by sampling a group of 450 respondents who participated in an experimental study. Three execution styles were tested by means of a post-test self administered questionnaire including items related to variables of the Protection Motivation Theory (PMT). The PMT explores the effects that fear appeal would have on attitude change. Not only was it found that different execution styles result in significantly different levels of the mentioned variables, it was also found that one execution style is significantly more effective in evoking these cognitive responses in one race group as compared to another. The empirical results of this study reveal that by discontinuing mass communication, and, in preference, segmenting the market towards which HIV/Aids social campaigns are currently aimed, based on race, these awareness campaigns would be more effective in inducing protective sexual behaviour.
Author: Lucea van Huyssteen
Language: English
Topic: Media Influence and Health
Subfield: Communication
Field: Social Sciences
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W2114543257