| Transactional Analysis of Communication Styles in HIV/AIDS Advertisements. | |
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MedLine Citation:
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PMID: 22012798 Owner: NLM Status: In-Data-Review |
Abstract/OtherAbstract:
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Television advertising has been an important medium for health promotion campaigns addressing HIV/AIDS. This study sought to evaluate the 'Grim Reaper' and 'Multiple Beds' advertisements frequently broadcasted throughout Australia. Our model for evaluation was based on a theoretical synthesis of television advertising, transactional analysis (TA) and recall congruence. Eighty-three participants viewed each advertisement and rated which ego state the source of the message was attempting to 'hook' in the audience. They also predicted their own ego state during sexual intercourse and rated the effectiveness of the advertisements. As predicted by TA theory, a crossed transaction was associated with significantly less psychological impact than a parallel transaction for the 'Grim Reaper' advertisement. A similar trend was apparent for the 'Multiple Beds' advertisement. Important issues which warrant further research in order to evaluate whether transactional analysis could be a useful tool in promoting health are discussed. |
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Authors:
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M Maclachlan; S C Carr; S Fardell; G Maffesoni; J Cunningham |
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Publication Detail:
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Type: Journal Article |
Journal Detail:
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Title: Journal of health psychology Volume: 2 ISSN: 1359-1053 ISO Abbreviation: J Health Psychol Publication Date: 1997 Jan |
Date Detail:
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Created Date: 2011-10-20 Completed Date: - Revised Date: - |
Medline Journal Info:
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Nlm Unique ID: 9703616 Medline TA: J Health Psychol Country: England |
Other Details:
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Languages: eng Pagination: 67-74 Citation Subset: - |
Affiliation:
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Trinity College, Dublin, Ireland. |
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From MEDLINE®/PubMed®, a database of the U.S. National Library of Medicine
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