alexa Between functionality and playfulness: condoms in aids prevention campaigns
Social & Political Sciences

Social & Political Sciences

Arts and Social Sciences Journal

Author(s): Marinho MB

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The starting point for this study is the idea that there are obstacles to the use of condoms. It discusses some of these impediments, namely, the parallel meaning of condoms as something associated with infidelity and promiscuity. These interpretations were analyzed relative to the behavioral model that governs sexual practice and human reproduction, i.e., monogamy. This paper emphasizes that campaigns designed to encourage the use of condoms may be more effective if they dilute the "negative" image connected with these meanings, by associating condoms, for instance, with pleasure and safety, through playful and relaxed advertising.

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This article was published in Interface - Comunicação, Saúde, Educação and referenced in Arts and Social Sciences Journal

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