Perception of Message Appeals on Hiv/aids Campaign: a Case of University of Nairobi Faculty of Commerce Students

Abstract

This study was framed on the topic of perception of message appeal on HIV/AIDS campaign, a case in point of the University of Nairobi, faculty of commerce students. The first chapter is a brief introductory prelude highlighting the enormity and devastating impact of the HIV/AIDS pandemic and role of effective communication in ameliorating the spread of the scourge. The rationale for embarking on the study is provided in an attempt to establish the "perception of message appeals on the HIV/AIDS awareness campaign", which was the objective of the study. The dominant message appeals considered were humorous appeals, sex appeals, fear appeals, and rational appeals. The methodology of study was primarily descriptive and sampled from a population of University of Nairobi commerce students. A disguised, structured questionnaire was used to draw responses that provided the resulting answer to the research objective. The findings derived from the study showed that there is generally similarity of perception between male and female sexes towards fear, sex, moral, rational, and agony/appeal. Further, agony appeal is considered comparatively, more memorable, most able to.increase awareness of HIV/AIDS, and most able to attract attention, whilst moral appeal is perceived as most persuasive and most capable to spark conversation from audiences. Recommendation is given for the use of agony appeal in the HIV/AIDS campaign for effective response in increasing awareness whilst moral appeal is best suited in attempt to change behavior through persuasion, the rest of the appeals are marginal in their success on increasing awareness or persuading change of behavior. Further research is suggested that will incorporate other appeals into the study like aggression appeal