Abstract
Social advertising campaigns address anti-social behavior and pandemics, like HIV/AIDS, with the intention to bring about social change. The effectiveness of advertising is strongly influenced by its ability to target a specific, preferably homogeneous, target market. Advertising in South Africa is often targeted at a heterogeneous audience with a standardized message. The HIV/AIDS pandemic in South Africa is a major concern, especially amongst adolescents, and the main advertising campaign LoveLife does not seem to be producing the desired results.
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Terblanche-Smit, M., Terblanche, N.S. (2011). The Impact of Personality Differences on Efficacy, Attitude and Behavioural Intention in HIV/AIDS Fear Appeal Advertising. In: Okazaki, S. (eds) Advances in Advertising Research (Vol. 2). Gabler. https://doi.org/10.1007/978-3-8349-6854-8_8
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