Perceptual Defense of HIV and AIDS Advertisement: A Study on Youth of India

Abstract

India, with one of the youngest population in the world, and the third largest number of HIV and AIDS affected people, is in crying need of effective awareness and prevention campaigns. In orthodox Indian society, HIV and AIDS campaigns are subject to viewers' skepticism as they are related to culture, and people are quite sensitive in processing the information disseminated. The content of the advertisement, language and mode of expression are some of the factors that affect the consumers' choice of viewing an advertisement. With this view a two fold attempt has been made. Firstly, a study of the feeling developed in the minds while processing the same campaign which is broadcasted in different media vehicle has been done. Secondly, the study has aimed to examine that if there is a perceptual defense of anti-AIDS campaigns with negative affect. The results and inferences have been discussed with an objective of increasing the effectiveness of such campaigns.