RETHINKING THE ROLE OF TELEVISION ADVERTISING DURING HEALTH CRISES - A RHETORICAL ANALYSIS OF THE FEDERAL AIDS CAMPAIGNS

被引：24
|
作者：
BUSH, AJ
BOLLER, GW
机构：
来源：
JOURNAL OF ADVERTISING | 1991年 / 20卷 / 01期
关键词：
D O I：
10.1080/00913367.1991.10673204
中图分类号：
F [经济];
学科分类号：
02 ;
摘要：
Information provided by television advertising is an important weapon in the fight against a new public health pandemic—AIDS. The authors assess the brief history of AIDS advertisingthrough a rhetorical analysis of the 1987, 1988, and 1989 federal AIDS television campaigns.The descriptive findings from this analysis provide insights for rethinking the role of televisionadvertising in this, and possibly in other, pandemic crises. © 1991 Taylor & Francis Group, LLC.
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页码：28 / 37
页数：10
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