Abstract
Assessment of effect of HIV/AIDS prevention advertising campaigns in adolescents. The AIDS illness and HIV infection are affecting a total of 40 million people in the world, approximately. In Spain, other patterns of infection different to those one appeared in the beginning of the epidemic have been documented and adolescents population represents an important number of new cases. Due to the importance of preventive advertising about HIV/AIDS, this objective study assesses the campaigns impact in a sample of 320 adolescents. Then, it was projected an advertisements selection to assess the affective, cognitive and behavioural intention impact. Also, it was measured the mediator effect of some variables like gender, kind of population and sexual experience. Results show differential effects according to specific advertisement in the reached impact and a mediator role mainly of the "gender". More work around preventive advertising will have an essential role in the HIV/AIDS control.
