Brinson S L, Brown M H
Department of Communication, Auburn University, Alabama 36849, USA.
J Health Commun. 1997 Apr-Jun;2(2):101-12. doi: 10.1080/108107397127815.
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.
1994年，作为其持续开展的“美国应对艾滋病”活动的一部分，美国疾病控制与预防中心发起了一项创新且直接的活动，该活动包含九条公益广告，倡导性活跃的年轻人使用避孕套或保持性禁欲。本文运用费舍尔（1984年）的叙事理论评估了这些公益广告的说服诉求。文章认为，这些广告可能因两个原因而有效：（a）由于它们以故事的形式呈现，会吸引更多受众；（b）此外，由于它们具有较高的叙事可能性和叙事忠实性，并且提供了“充分的理由”，所以会更容易被接受。然而，由于这些公益广告未能充分应对相互竞争的叙事，以及电视台在收视高峰期对播放它们有所犹豫，其效果可能会减弱。最终得出结论，这些公益广告在传达对持续的艾滋病毒/艾滋病疫情的担忧方面向前迈出了重要一步。
