Gender (in) Sensitivity in Televised Advertising on Hiv/aids Control Managing the Media Message for Maximum Impact

Abstract

The study covers the progress of advertising trends on HIV / AIDS control, focusing on televised advertisements from September 2005 to April 2007. Advertising is geared towards creating a shift in its audience's perception of issues. It is because of this very factor that advertising becomes a powerful tool in the spread of information on HIV infection and AIDS. This study focuses on advertising towards HIV / AIDS prevention and control, and analyses how women are (mis)used in televised advertising of this nature. It comprises a descriptive survey, in which selected advertisements have been studied within a specific population. Televised advertisements for HIV control and prevention focus highly on condom use. The power of social marketing was seen to be so great that all condoms are generally referred to as 'Trust' despite the various brands that one might be speaking about. The most effective advertising is that which provides precise and accurate communication. Results of this study have revealed this to be true, as the advertisements that were rated highe'"st Itad greater credibility towards the target ~ population. Are advertisements managed SU~~!lt the HIV prevention and control message comes through, without ignoring the key role of the fairer sex?' 1 Nowadays many women would object to being called the fair sex. This euphemism originated in the mid-1950s, and uses the term 'fair' in the sense of "physically beautiful". This usage appears to be dying out in contemporary language.

MA Thesis in Communication Studies For the most part, this has not held true and further research is required to determine exactly what it is that makes an advertisement effective. Gender is used as a sociological term, whose definition is based on cultural expectations of behaviour. Stereotyping plays a major role in the creation of advertisements, so much so that certain attitudes or characteristics are taken as a matter of course. Ultimately, the findings reveal that advertising cannot cause behaviour change. However, it can get the consumer to experiment with the use of condoms, and can also offer guidance among alternatives. At the end of the day, advertising can convince the consumer that in order to live well, to be admired and to be popular, one must use the endorsed condom. Females are in particular enticed to associate with men of this nature. However, advertising is only as strong as the consumer's willingness to spend money. Without this compliance, all persuasive techniques of an advertiser will flat.