Advertising in today 's culture manipulates the ideas of the general public to deliver a specific message. In order to shape a target community 's perceptions on a specific concept, marketers use precise colors, words, and lighting. To evaluate the influence of these factors, this essay addresses the impact HIV marketing has on society. The primary focus will revolve around a specific advertisement that centers on HIV prevention; however, further evaluation reveals details that contribute to the idea that modern culture is over-sexualized and dehumanizes those with HIV by casting them as predators and nonhuman beings.
The ad, produced by One Life, features two men wrapped together in a passionate embrace; however the romantic gesture appears …show more content…
A reason that media has been drawn to exposing HIV+ individuals to such lighting is because HIV media has been around for over 30 years and the public is becoming immune to its impact. Agencies of the similar caliber to One Life have started to promote risqué advertisements because of the newfound complacency surrounding the disease. With 65% of males and 71% of females admitting to having unprotected sex, the age of virginal sex lowering to 13 from 18, and HIV infection rate rising 80%, the only way to bring HIV back into the conversation and remind people that HIV is very much still a danger is to make it relevant through ads that are relevant to current behavior. The current generation that is experiencing all of these behavioral shifts did not witness the initial HIV scare firsthand. Subsequently, they are less aware of the impact of the disease. However, the rapidly increasing rate of HIV-diagnosed individuals and undiagnosed individuals raises a concern of …show more content…
Characterizing those with HIV as intentionally transmitting the disease poorly represents the reality of the caution they exercised when engaging in sexual actives with their partners. Sex between discordant couples is completely possible with the properly exercised caution. Media, instead, creates a myth of the deliberate infection, ignoring the efforts to contain the disease. The misleading information provided in the media has produced a negative stigma of the disease, in turn undermining national efforts to address HIV by instilling fear of being discriminated against by the public. The threat of discrimination has, in turn, increased the amount of undiagnosed cases of HIV. Moreover, this negative stigma reduces the likelihood of individuals disclosing their status as an HIV positive individual. Ultimately, while the media is doing its best to make HIV relevant to society 's conversation, there is still a lot of improvement that needs to be
The ad, produced by One Life, features two men wrapped together in a passionate embrace; however the romantic gesture appears …show more content…
A reason that media has been drawn to exposing HIV+ individuals to such lighting is because HIV media has been around for over 30 years and the public is becoming immune to its impact. Agencies of the similar caliber to One Life have started to promote risqué advertisements because of the newfound complacency surrounding the disease. With 65% of males and 71% of females admitting to having unprotected sex, the age of virginal sex lowering to 13 from 18, and HIV infection rate rising 80%, the only way to bring HIV back into the conversation and remind people that HIV is very much still a danger is to make it relevant through ads that are relevant to current behavior. The current generation that is experiencing all of these behavioral shifts did not witness the initial HIV scare firsthand. Subsequently, they are less aware of the impact of the disease. However, the rapidly increasing rate of HIV-diagnosed individuals and undiagnosed individuals raises a concern of …show more content…
Characterizing those with HIV as intentionally transmitting the disease poorly represents the reality of the caution they exercised when engaging in sexual actives with their partners. Sex between discordant couples is completely possible with the properly exercised caution. Media, instead, creates a myth of the deliberate infection, ignoring the efforts to contain the disease. The misleading information provided in the media has produced a negative stigma of the disease, in turn undermining national efforts to address HIV by instilling fear of being discriminated against by the public. The threat of discrimination has, in turn, increased the amount of undiagnosed cases of HIV. Moreover, this negative stigma reduces the likelihood of individuals disclosing their status as an HIV positive individual. Ultimately, while the media is doing its best to make HIV relevant to society 's conversation, there is still a lot of improvement that needs to be