The Persuasive Power of HIV Advertisements of Radio Ethiopia and FM-Addis (97. 1): A Textual Analysis
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Date
2005-11
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Addis Ababa University
Abstract
This paper, a study on the persuasive power of HIV radio
advertisements (FM Addis and Radio Ethiopia) a textual analysis, is
divided into five chapters.
The first chapter, an introductory part, contains the background of
the study, statement of the problem, objectives significance, delimitation
and limitations of the study.
The second chapter is a review of theoretical perspectives related to
mass communication, a dvertising and HIV / AIDS as well as aspects of
persuasion. It a lso gives a review of related works.
The third chapter, methodology, a lso presents the major method,
textual analysis, and a particular approach, rhetoric criticism, used for
the analysis of the advertisements. Textual analysis and rhetoric
criticism in particular is used to analyze and interpret persuasive
messages. The chapter also sets out the parameters to be used in the
analysis: source credibility, audience analysis and content
characteristics of the advertisements.
In chapter four, sample advertisements are interpreted and
analyzed as per the parameters suggested in the methodology. The outcome
of the analysis, therefore, r evealed that though there are
advertisements that seem to share some qualities of a persuasive
communication, most of them have shown failure m achieving
effectiveness in such aspects of persuasion as source credibility,
audience analysis and content characteristics.
Finally, the last ch apter, conclusion and recommendations,
provides a summary of the findings of the study with possible
alternatives that would curb the existing problems.
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Keywords
HIV Advertisements, Radio Ethiopia