Casais, Beatriz; Proença, João F - Facultatea de Administraţie Publică, Şcoala … - 2011
Findings on the effectiveness of positive and negative appeals in social marketing are contradictory. This research … proposal focuses on the three-decade historical use of positive and negative appeals in European HIV prevention social … marketing ads in order to understand when, how and why these appeals have been used. This information is important for social …