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    Transactional analysis of communication styles in HIV/AIDS advertisements

    MacLachlan, Malcolm and Carr, Stuart C. and Fardell, Sean and Maffesoni, Gail and Cunningham, James (1997) Transactional analysis of communication styles in HIV/AIDS advertisements. Journal of Health Psychology, 2 (1). pp. 67-74. ISSN 1359-1053

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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.

    Item Type: Article
    Keywords: AIDS/HIV; ego states; health promotion; television advertising; transactional analysis;
    Academic Unit: Assisting Living & Learning,ALL institute
    Faculty of Science and Engineering > Psychology
    Item ID: 16574
    Depositing User: Malcolm MacLachlan
    Date Deposited: 26 Sep 2022 14:54
    Journal or Publication Title: Journal of Health Psychology
    Publisher: SAGE Publications (UK and US)
    Refereed: Yes
    Use Licence: This item is available under a Creative Commons Attribution Non Commercial Share Alike Licence (CC BY-NC-SA). Details of this licence are available here

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