Js. Lee et Wr. Davie, AUDIENCE RECALL OF AIDS PSAS AMONG US AND INTERNATIONAL COLLEGE-STUDENTS, Journalism and mass communication quarterly, 74(1), 1997, pp. 7-22
Results from an experimental study show that the audience recall of AI
DS PSAs is related to message appeal types, cultural identity, and gen
der. PSA messages with strong emotional appeals are better remembered
by college students than the rational appeal messages. The U.S. viewer
s recall more of the AIDS prevention messages than the international p
articipants. Results also show that college women recall more AIDS PSA
messages than college men in general, and emotional AIDS message appe
als in particular. The pattern indicates an exact reversal of differen
ces between two message-appeal types for each gender.