THE PICTURE OF HEALTH MESSAGE STANDARDIZATION AND RECALL OF TELEVISEDAIDS PUBLIC-SERVICE ANNOUNCEMENTS

The results of The Picture of Health demonstrate that differences exis t between African Americans and Non Hispanic Whites in recall of verba l and visual themes of televised AIDS Public service announcements. Th ese differences are anchored in a complex relationship among emotions, attitudes, and opinions about the place of science and technology in society, and the ''how we sav it'' elements used to create an individu al PSA. The data suggest that effective healthcare communication campa igns require a focused thematic strategy, tactically organized to diff erent combinations of ''how we sav it'' elements to communicate effect ively with a diverse, active audience.