Reducing Offensiveness of STD Prevention Advertisements in China

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Show simple item record Waller, David en_US Fam, Kim-Shyan en_US
dc.contributor.editor en_US 2012-02-14T04:23:06Z 2012-02-14T04:23:06Z 2011 en_US
dc.identifier 2010001628 en_US
dc.identifier.citation Waller David and Fam Kim-Shyan 2011, 'Reducing Offensiveness of STD Prevention Advertisements in China', Routledge, vol. 26, no. 6, pp. 621-634. en_US
dc.identifier.issn 1937-1918 en_US
dc.identifier.other C1 en_US
dc.description.abstract The issue of sexually transmitted diseases is a socially sensitive one in Asian communities, with governments being criticized for not doing enough to reduce AIDS transmission, and the advertising of such issues potentially causing offense to people. This article surveys 630 people in China to determine their level of offense toward the advertising of condoms and STD prevention and analyzes the qualitative responses to how they would reduce the offensiveness of such advertising. The results found that generally women are more offended by the advertising of these products than men, and in terms of creative execution, women prefer implicit, prevention or effects messages, whereas men suggested a scientific message, or a focus on the creative strategy or media/location of the advertisement. It is recommended that traditional Chinese Confucian values are important for public policy makers to keep in mind when wanting to advertise socially sensitive issues in China and wider Asia. en_US
dc.language en_US
dc.publisher Routledge en_US
dc.relation.isbasedon en_US
dc.title Reducing Offensiveness of STD Prevention Advertisements in China en_US
dc.parent Social Work in Public health en_US
dc.journal.volume 26 en_US
dc.journal.number 6 en_US
dc.publocation USA en_US
dc.identifier.startpage 621 en_US
dc.identifier.endpage 634 en_US BUS.School of Marketing en_US
dc.conference Verified OK en_US
dc.for 150500 en_US
dc.personcode 010525 en_US
dc.personcode 0000049341 en_US
dc.percentage 100 en_US Marketing en_US
dc.classification.type FOR-08 en_US
dc.edition en_US
dc.custom en_US en_US
dc.location.activity en_US
dc.description.keywords Advertising, China, STD prevention, condoms en_US

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