香港愛滋防治宣導短片（1987－2001）之內容分析

Service Announcements of AIDS Intervention in Hong Kong, 1987-2001: A Descriptive Analysis with a Cognitive Paradigm

本研究對香港官方於1987至2001年間所製作的電視愛滋防治宣導短片加以內容分析。分析重點以認知模式為架構，針對宣導短片中有利資訊處理（包括吸引注意，增進理解，改變態度和加強記憶）的訊息元素作系統化檢視。結果顯示這些宣導短片未充分運用有利引發不自主注意力的訊息元素。內容中的訊息分量偏高，不利單一議題的推展。語文詳盡度高而影像詳盡度低，未能善用電視的影像優勢來增進閱聽人的理解力。除此之外，這些短片多針對一般大眾，而且對所提的防治建議未能提供明確的實行資訊。

This study content analyzed the AIDS intervention PSAs produced by the Hong Kong government and televised between 1987 and 2001. A cognitive paradigm was employed to identify and examine the PSA message features that may facilitate processes (i.e., attention, comprehension, yielding, and retention) leading to attitudinal and behavioral changes. The results showed that the PSAs underutilized structural features that may elicit viewers' involuntary attention. These PSAs also tended to be high on information load and verbal explicitness, but low on visual explicitness. In addition, they were typically targeted at the general public without offering specific information to help the implementation of the recommended preventative actions. Implications of these findings were discussed.