The Target Population
The target population is the young people, especially those starting to date. The Center for Disease Control and Prevention (CDC) designed the advert with the aim of preventing the spread of HIV/AIDs among the young population. The hash tag #knowyourhivstatus would be important in changing the behavior of the target population to motivate them to take a HIV test. One of the main challenges is that a significant number of young people do not go for the HIV test and neither do they encourage their partners to do the same. While a number of them will engage in sexual behavior, it is difficult for them to know whether they are infected or are infecting others.
Communication Concepts and Application in Real Life
The advert is effective in its communication due to the proper use of the persuasive modes of communication. The pathos, logos, and ethos have been utilized in ensuring that the communication is effective. Pathos is a persuasive strategy whose main purpose is to ensure that the message appeals to the emotions of the target population (Miller, 2005). The image of a young couple does evoke stroke emotions from the target audience. Most of the young people can identify with the message conveyed in the image. Logos is a communication strategy that appeals to reason (Dainton & Elain, 2011). Form the advert, the young people are encouraged to take a HIV test because they cannot know everything about their partners. Ethos focuses on the credibility of the one conveying the message (Emory, 2004). The CDC is a reputable organization on matters of health. Therefore, young people are expected to change their behavior because they are convinced that the message conveyed is factual and credible. The effectiveness of the advert is also enhanced by the provision of helpline that facilitate direct contact between the young people and the CDC. This shows that the speaker cares about the young people and is willing to offer any kind of assistance. Therefore, the target population feels appreciated and may be motivated to change their behavior.
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References
Dainton, M., Elain D. (2011). Applying Communication Theory for Professional Life . Sage Publications. p. 247. ISBN 1-4129-7691-X
Emory, A. (2004). A first look at communication theory . 3rd edition, New York: McGraw-Hill, 1997. ISBN 0-07-022822-1
Littlejohn, S. (2002). Theories of human communication . 7th edition, Belmont, CA: Wadsworth.
Miller, K. (2005). Communication Theories: Perspectives, processes, and contexts . 2nd edition. New York: McGraw-Hill.
