Scottish attitudes to AIDS.

PIP: Recently many approaches have been used to educate the public about the human immunodeficiency virus (HIV) infection and the acquired immune deficiency syndrome (AIDS). The impact of various campaigns and interventions is difficult to measure, but some indication of the cumulative effect can be monitored over time. This is a report of the results of such a study carried out in Scotland in which the general public's awareness of and attitudes towards HIV and AIDS were measured in July 1986 and again 1 year later. 3 trends emerge from the surveys. 1) There is evidence of increasing awareness about the broader risk from AIDS to the general public as well as to high risk groups of drug misusers and homosexuals. 2) It is clear that there is still great concern about AIDS, with increasing proportions of the population seeing it as a serious social problem. 3) There is a demand for more information about AIDS, especially from young people. Knowledge of the broader risk to heterosexuals from AIDS therefore seems to be getting across, although it is clear that there is now considerable anxiety about AIDS, particularly among young people. The findings also suggest that any campaign whose objective is making the public aware of the connection between drug injection and AIDS is unnecessary, as almost everyone knows this already. The results also show that there is little to be gained by trying to induce fear or anxiety to reinforce existing knowledge of the connection between drugs and AIDS to deter potential intravenous drug users. Finally, there is a need to address the fact that some people inject drugs despite their knowledge of and fear about the risk of AIDS.^ieng

Ten- to sixteen-year-olds' perceptions of advertisements for alcoholic drinks.

Groups of children discussed a number of issues concerning advertising, including advertisements they liked and disliked. The findings suggest that advertisements for alcoholic drinks become increasingly salient and attractive over the years 10 to 14. For example, although 10-year-olds rarely mentioned advertisements for alcoholic drinks when talking about favourite television commercials, the older children tended to do so almost immediately. There were also consistent developmental trends in their descriptions of liked and disliked qualities of advertisements and of the symbolism in commercials for alcoholic drinks. Whereas the 10-year-olds' comments tended to be tied to what is specifically shown in commercials, the older children tended to go beyond this and alluded to much more complex imagery, much in the same way that adults do. For example, the 14- and 16-year-olds tended to see larger and beer commercials as promoting masculinity, sociability and working-class values. These findings indicate that advertising campaigns for alcoholic drinks aimed at older teenagers and young adults present qualities which younger teenagers find attractive. We suggest it is no longer tenable for advertisers to absolve themselves of any responsibility by saying that advertisements for alcoholic drinks are targeted only at adults.

Older women's attitudes towards breast disease, self examination, and screening facilities: implications for communication.

Qualitative research techniques were used in two studies in Edinburgh to explore older women's attitudes and motivations towards breast disease, self examination, and screening, with a view to identifying appropriate strategies for communication. The results indicated that knowledge of breast disease and screening facilities was poor and that many psychological and emotional issues inhibited self examination. Increasing information about self examination and clinics is unlikely to influence uptake unless it is presented together with emotional support rather than through conventional mass media channels. Such support may best be provided by setting breast screening within general health screening rather than emphasising the single disease.

Children's perceptions of advertisements for cigarettes.

Groups of children aged between 6 and 16 years discussed a series of advertisements, including those for cigarettes. Clear patterns emerged in their recognition of cigarette brand imagery. For example, in response to an advertisement for holidays which also presents the brand imagery of John Player Special cigarettes, 22% of primary school children and 91% of secondary school children said it advertises cigarettes. There were consistent trends in responses to the symbolism portrayed. Younger children were very much tied to what was specifically shown in the advertisements; older ones tended to perceive more complex imagery. For example, whereas 10-year-olds said people who like the advertisement for Kim cigarettes (which has symbols for drinking) would smoke and drink, some 12-year-olds and most 14- and 16-year-olds saw Kim as feminine, sociable, trendy and sporty. It seems that some 12-year-olds and most 14- and 16-year-olds perceive cigarette advertisements much in the way that young adults do; therefore advertising campaigns targeted at older teenagers and young adults are likely to present qualities which younger teenagers find attractive.

Smoking prevalence and beliefs among adult Scots: implications for health education.

Interviews conducted with two samples totaling 918 adults in two areas of Scotland have yielded five major patterns of findings. (1) It seems that the gap between male and female smokers is decreasing. Comparisons with previous findings indicate that this is due to a decrease in the proportion of male smokers, whereas among female little change has occurred. (2) There are more ex-smokers among males than among females. Although the proportion of ex-smokers among males increased with age, there were no age differences among females in this respect. Furthermore, the proportion of ex-smokers was lower than comparable estimates for the UK as a whole. It is suggested that these findings point to a need for detailed research in Scotland into the "natural history" of smoking. (3) There were proportionally more smokers in the Glasgow/Edinburgh areas. However, this was almost entirely due to differences between respondents in socio-economic groups D and E. (4) There were relatively more smokers among respondents in lower socio-economic groups; however, this was due to differences between respondents in the Glasgow/Edinburgh areas. It is suggested that the social class gradient of smoking prevalence may be attenuated in areas outwith the major conurbations. (5) Most of the respondents thought that there is a link between smoking and ill-health. However, some groups differed with respect to the strength with which this belief is held. For example, respondent in the higher socio-economic groups tended to express this belief more strongly. This suggests that strategies in trying to reach lower socio-economic groups should be reconsidered.