Analyzing the Effectiveness of Fear Appeals Used in HIV/AIDS Advertising

research cover

This study was conducted to investigate and analyze the effectiveness of fear appeals used in HIV/AIDS advertising among Chinese college students, by using focus groups and survey research. Based on the data analysis, the researchers conclude that the increase of level of fears in HIV/AIDS advertising can result in an increase in persuasion, but also an increase in discrimination. Moreover, there is no significant relationship between the level of persuasion of AIDS advertising and the knowledge level of targeted groups.

Research Paper (PDF): Fear Appeal . Jacquelyn & Raymond

Research Presentation (PDF): Research Presentation

P.S.  a little research I have done in college. Of course the sample is not large and representative enough but still we made full use of what we got.


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