In 1994, as part of its continuing "America Responds to AIDS" campaign, the CDC launched an innovative, straightforward campaign comprising nine public service announcements (PSAs) that advocate either condom use for sexually active young adults or sexual inactivity. This article evaluates the persuasive appeals of the PSAs through use of Fisher's (1984) narrative theory. It argues that the ads are likely to be effective for two reasons: (a) Because they are told in a story fashion, they will appeal to larger audiences; (b) moreover, because they contain high narrative probability and narrative fidelity, and because they provide "good reasons," they will find greater acceptance. However, because of the PSAs' failure to address competing narratives adequately, as well as network hesitance to broadcast them during heavy viewing periods, their effectiveness may be lessened. Ultimately, it is concluded the PSAs are an important step forward in communicating concerns of the continuing HIV/AIDS epidemic.

Acquired Immunodeficiency Syndrome↗

PubMedDate not supplied

Infectious bovine keratoconjunctivitis: a review.

The economic impact of infectious bovine keratoconjunctivitis (IBK) warrants continued investigation of the mechanisms by which Moraxella bovis survives on and colonizes the corneal surface. Virulent strains of M bovis produce hemolysin and exhibit different plasmid profiles than nonvirulent strains. Interactions among host, environment, vector, season, and concurrent infection influence the prevalence of IBK. Mycoplasma sp. or infectious bovine rhinotracheitis virus may enhance or hasten the disease process. The manifestations of IBK may range from mild conjunctivitis to severe ulceration, corneal perforation, and blindness. Treatment of IBK is dictated by economic considerations, intended animal use, and feasibility of administration. Antibiotic therapy is aimed at achieving drug concentrations in tears to meet or exceed the minimum inhibitory concentration for prolonged periods. At present, IBK is not a preventable disease. Affected animals must be separated from the herd and vector control vigorously instituted. Carrier animals must be identified and removed from the herd. Vaccination trials have been unsuccessful because of pili antigen cross-reactivity, variable strains, and uncontrolled environmental factors. Recent investigations have determined that M bovis may utilize host iron sources via iron-repressible outer membrane proteins and siderophores for growth. Elucidation of normal defense mechanisms of the bovine eye may lead to new strategies to enhance the immune response against M bovis.

Animals↗