Research on the Communication Effects of Public Service Ads on Behavior –The Effects of AIDS Prevention Propaganda on Sexual Behavior Concepts of Students as an Example

• Main Authors: YAO Tai-Jui, 姚黛瑞
• Other Authors: none
• Format: Others
• Language: zh-TW
• Published: 2008
• Online Access: http://ndltd.ncl.edu.tw/handle/78598684295638078204

碩士 === 國立臺灣科技大學 === 管理研究所 === 96 === The main mission of public health medical and health propaganda is to use public service ads and publicity activities to educate the public and help the public establish correct attitudes and behavior regarding disease prevention. This is in order to promote public health and to further emphasize the needs of society and use actions to change society. However, the main objectives of this study are to find how to effectively use the media to transmit propaganda content in order to achieve certain goals, as well as discover the benefits. AIDS, cancer, and depression are the three major public health diseases in this new century. The United Nations announced that currently there are over 40 million people infected with AIDS, since 1981 when AIDS officially became an infectious disease, over 25 million people have died from it and this number is continuously rising. The main reason for choosing AIDS prevention education propaganda public service ads as the research topic is because the outbreak of AIDS has great impact, it has widespread effects, and has become a problem for many nations. In Taiwan as the ages of individuals infected with the AIDS virus gradually decreases, 15-24 year old youth have become the largest infected group, so public awareness of AIDS prevention should begin by strengthening youth education. The target subjects of this study are young students; the experimental design uses the method of playing an advertisement and then passing out questionnaires. Samples are investigated regarding the level of memory toward the advertisements as the way to explore if the content of the public service ads influence behavior change. The study found that the main positive effects on the behavior and concepts of the target reader or listener by medical and health propaganda public service ads include: 1, The expression methods of the ads must be close to the life style of the target group, positive humor is better than standard government propaganda. 2, The knowledge transmitted through the advertising message must be simple and not complicated in order for the target to easily absorb and help concepts become behavior. Therefore, the recommendations of this study is that health information transmission promotion strategies in public service ads should appeal to emotions and have clear behavior incentives in order to have specific communication effects.