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New Orleans HIV Awareness Billboards Sparking Controversy
A billboard campaign in New Orleans that seeks to raise awareness of HIV has sparked controversy as some residents consider the ads - which feature characters that represent specific sexually transmitted infections - offensive, WDSU.com reports. The campaign, run by St. John Faith Church, features a group of so-called "HIV prevention mobsters." The group, which has several billboards across the city, contends that the campaign is effective because there has been an increase in the number of people calling the church seeking information about HIV testing (WDSU.com, 6/5).
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Key To Improving Prognosis In Acute Heart Failure - Better Treatment Selection And Improved Therapies
Today, acute heart failure represents the most common reason for hospitalisation in the over-65 population. Although hospital care improves symptoms in the first 24 hours after admission in around 50% of these patients, acute heart failure events still remain associated with a more than 50% mortality and rehospitalisation rate at 6-12 months. "Indeed," says Professor Marco Metra from the Cardiology Department of the University of Brescia, Italy, "it is the very rapid onset of symptoms and the need for urgent therapy which characterise the condition."1,2
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Mini-stroke Patients Get Better Care In Hospitals With Stroke Services
Patients who suffer from transient ischaemic attack (so-called "mini-strokes") are more likely to receive rapid assessment and care if they attend a hospital which has organised stroke care services, according to the results of a survey published in the Medical Journal of Australia.
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The Complicated Consumer: Positive Ads Aren't Always The Most Effective

Ads that feature positive emotions, like happiness, are not always the best way to reach consumers, according to a new study in the Journal of Consumer Research. Authors Loraine Lau-Gesk (University of California, Irvine) and Joan Meyers-Levy (University of Minnesota, Minneapolis) investigated consumer attitudes toward emotional ads. They discovered that people"s responses are affected by factors such as the amount of mental energy or attention they are able to devote to the ads as well as the physical layout of the advertising. "Although under some circumstances consumers may respond more favorably to ads that feature positive rather than negative emotions, this is not always the case," the authors explain. "Instead, how favorably consumers respond to ads depends on whether the amount of mental res they devote to the ad is comparable to the amount of such res that are needed to optimally appreciate and understand key aspects of the ad." When consumers are interested in an ad, they are better able to devote mental res to thinking about it, the authors explain. Therefore advertising aimed at interested consumers can tap into more complicated emotions, such as bittersweet nostalgia, anxiety, and guilt. In contrast, disinterested consumers react to less nuanced messages. "When ad recipients lack much interest in an ad and therefore expend minimal mental res processing it, the favorableness of their response to the ad depends primarily on the favorableness of the ad"s emotional appeal," the authors write. "Ads that convey positive emotions by depicting uplifting events, outcomes, or people will not always enhance persuasion more than ads that feature downhearted or agitated emotions," the authors write. "While more upbeat ads may be more persuasive among consumers who lack much interest in and expend few mental res considering the ad, this may not hold true for more interested and involved consumers who invest considerable mental res thinking about the ad or its product." Loraine Lau-Gesk and Joan Meyers-Levy. "Emotional Persuasion: When the Valence Versus the Re Demands of Emotions Influence Consumers" Attitudes." Journal of Consumer Research: December 2009 (will be published online June 2009). Mary-Ann Twist University of Chicago Press Journals


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