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首页> 外文期刊>Journal of health communication >Black youth's personal involvement in the HIV/AIDS issue: does the public service announcement still work?
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Black youth's personal involvement in the HIV/AIDS issue: does the public service announcement still work?

机译：黑人青年的个人参与艾滋病毒/艾滋病问题：公共服务公告仍在工作吗？

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摘要

Recent public service announcements (PSAs) directed toward Black youth utilize various formats and appeals to stimulate a motivated cognitive process that engenders personal involvement in the HIV/AIDS issue. The Elaboration Likelihood Model (ELM) by Petty and Cacioppo argues that engagement with messages that consist of substantive content causes the audience member to critically analyze the message, which can produce awareness and attitude change. An efficient way to add emphasis to the message and seize the attention of the target audience is to insert the message into an entertainment context. Our study attempted to analyze the impact of the peripheral cue, character appeal, on audience members' attitude change in response to analyzing high- and low-involvement message content. A2 x 4 factorial design was used, with message involvement (high/low) and character appeal (White/Black and celebrity/noncelebrity) as independent variables. The findings showed that celebrity status is the salient factor, with source perception inducing attitude change as a main effect or in an interaction effect with high- and low message content.
机译：最近的公共服务公告（PSA）指向黑人青年利用各种格式和上诉来激发一个激励的认知过程，从而参与个人参与艾滋病毒/艾滋病问题。细分和Cacioppo的阐述似然模型（ELM）认为，与特工内容组成的消息接触导致观众成员批判性分析该信息，这可能会产生意识和态度变化。一种高效的方法来增加消息并抓住目标受众的注意是将消息插入娱乐上下文中。我们的研究试图分析外围提示，性格呼吁对观众成员态度变化的影响，以响应分析高和低参与留言内容。使用A2 x 4因子设计，具有消息参与（高/低）和字符呼吁（白色/黑色和名人/非CelleBRICS）作为独立变量。结果表明，名人地位是突出因素，具有源感知诱导态度变化为主要效果或与高消息内容的相互作用效果。

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