The AIDS risk narrative in the 1994 CDC campaign.

In 1994, as part of its continuing "America Responds to AIDS" campaign, the CDC launched an innovative, straightforward campaign comprising nine public service announcements (PSAs) that advocate either condom use for sexually active young adults or sexual inactivity. This article evaluates the persuasive appeals of the PSAs through use of Fisher's (1984) narrative theory. It argues that the ads are likely to be effective for two reasons: (a) Because they are told in a story fashion, they will appeal to larger audiences; (b) moreover, because they contain high narrative probability and narrative fidelity, and because they provide "good reasons," they will find greater acceptance. However, because of the PSAs' failure to address competing narratives adequately, as well as network hesitance to broadcast them during heavy viewing periods, their effectiveness may be lessened. Ultimately, it is concluded the PSAs are an important step forward in communicating concerns of the continuing HIV/AIDS epidemic.