Transactional Analysis of Communication Styles in HIV/AIDS Advertisements.
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 ...
Abstract This paper presents a model of investment in six African economies over the 1970s and 80s, paying particular attention to the impact of the policy reforms which have accompanied structural adjustment programmes. A priori, the impact of trade reform on investment can be positive or negative; in practise, there is some evidence that it might be negative.