the effectiveness of humor vs fear in advertisements

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The society’s acceptance of the uncommitted sexual encounters between young adults has increased the popularity of the hookup culture in America since the 1920s. Recent study findings suggest that 60% to 80% of North American college students self-reported that they had some kind of hook-up experience during their time at college (American Psychology Association, 2014). However, the extent to their intentions in practicing safe sex by using condoms remains an empirical issue.
Condom use is not only crucial to prevent from unexpected pregnancy, but also to help reduce the spread of sexually transmitted diseases (STDs). One of the deadly diseases in human history, Human Immunodeficiency Virus/ Acquired Immunodeficiency Syndrome (HIV/AIDS), can be transmitted through the practice of unprotected oral, vaginal or anal sexual intercourse. According to the U.S Department of Health & Human Services (2014), more than 1.1 million people living in United States are diagnosed with HIV infection. With the growing number of sexually active teens and young adults, within the age range of 18-24, the promotion of safe sex to college students is crucial.
Leshner, Bolls and Wise (2011) conducted an experiment by manipulating the level of fear and disgust related images of anti-tobacco ads. The subjects were randomly assigned to different conditions that exposed different types of images. The researchers then observed the cognitive and emotional effects the level of fear appeals had on the participants. By examining the findings, Leshner et al. (2011) concluded that fear activates anxiety and thus, it is more effective in changing the consumers’ overall attitude towards smoking.
Soscia, Turrini and Tanzi (2012) conducted a study to compare the eff...

... middle of paper ...

...gnosed with HIV/AIDS to all members may not be as effective as ads that use humor appeals in marketing condoms.

Works Cited

Garcia, J. (2013). Sexual hook-up culture. Retrieved from http://www.apa.org/monitor/2013/02/ce-corner.aspx
Health & Human Services. (2014). U.S. Statistics. Retrieved from http://aids.gov/hiv-aids-basics/hiv-aids-101/statistics/
Leshner, G., Bolls, P., & Wise, K. (2011). Motivated processing of fear appeal and disgust images in televised anti-tobacco ads. Journal of Media Psychology: Theories, Methods, and Applications, 23(2), 77-89. doi:http://dx.doi.org/10.1027/1864-1105/a000037
Soscia, I., Turrini, A., & Tanzi, E. (2012). Non Castigat Ridendo Mores: Evaluating the Effectiveness of Humor Appeal in Printed Advertisements for HIV/AIDS Prevention in Italy. Journal Of Health Communication, 17(9), 1011-1027. doi:10.1080/10810730.2012.665416

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