THE AIDS RISK NARRATIVE IN THE 1994 CDC CAMPAIGN

In 1994, as part of its continuing ''America Responds to AIDS'' campai gn, the CDC launched an innovative, straightforward campaign comprisin g nine public service announcements (PSAs) that advocate either condom use for sexually active young adults or sexual inactivity. This artic le evaluates the persuasive appeals of the PSAs through use of Fisher' s (1984) narrative theory. It argues that the ads are likely to be eff ective for two reasons: (a) Because they are told in a story fashion, they will appeal to larger audiences; (b) moreover; because they conta in 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 adequatel y as well as network hesitance to broadcast them during heavy viewing periods, their effectiveness may be lessened. Ultimately, it is conclu ded the PSAs are an important step forward in communicating concerns o f the continuing HIV/AIDS epidemic.