To overcome cultural barriers, posters like these frequently avoided explicit reference to sexual taboos such as the use of condoms. The poster to the left from the Health Promotion Branch of the Australian Board of Health is representative of a genre that used actual images of condoms combined with reference to their symbolic meaning or value. This poster provides an apparently simple and straightforward message, but it also addresses a persistent taboo by making it the parent's responsibility to educate their children about condoms and safe sex. Don't put yourself in that position. Meanwhile, print images continue to offer an alternative media for promoting condom use and its benefits.
The illustration to the right, used cleverly by a North Carolina fraternity in the s to promote safe sex and condom use, is based on an ancient Central Indian painting first published in in the Kama Sutra of Vatsyavana. The appearance of the characters and their broken English are designed to appeal to a specific audience and culture: In an effort to overcome the cultural stigma against condom use, the Condoman proudly clutches a box of condoms and proclaims there is no reason to be ashamed. The central message -- condom use -- is simply highlighted in red. Organizers created "Rubberman" as a multimedia campaign and combined it with grassroots street programs. Designed to normalize and eroticize safe sex and supply positive messages to the gay and bisexual community that equated attractive and desirable men with safe sex and condoms, the program included condom distribution at bars and clubs to supplement the advertising campaign. The poster to the left from the Health Promotion Branch of the Australian Board of Health is representative of a genre that used actual images of condoms combined with reference to their symbolic meaning or value. The image of this anonymous young man personalizes the textual message that using a condom is a responsible choice and a reflection of the feelings about your partner. The images below symbolize an important advance beyond the simple messages about how HIV is transmitted, or who is at risk, by explaining how to prevent infection. One viewer, for instance, might identify an implicit moral message about love or responsible behavior in each of the posters, while another could question the sexual orientation of the subjects themselves. In this case, the female character suggests that AIDS education has challenged the predominant association of condoms with embarrassment. Meanwhile, print images continue to offer an alternative media for promoting condom use and its benefits. As part of an effort to overcome the psychic resistance to openly discussing condom use, this colored condom takes on the appearance of a popular candy and the literal function of the condom as a potential "life saver. The images of contraceptive lubricant and packaged condoms, along with the dialogue of King Condom, promote safe sex practices and offer condom education information available in state-run health clinics. While loaded with potentially offensive cultural and sexual innuendo, the message is serious, "No sexual act is more death-defying than sex without protection. This poster provides an apparently simple and straightforward message, but it also addresses a persistent taboo by making it the parent's responsibility to educate their children about condoms and safe sex. Despite the rather uncomplicated design in each of these posters, the images and messages are still ambiguous. To overcome cultural barriers, posters like these frequently avoided explicit reference to sexual taboos such as the use of condoms. The message -- to be serious about love is to be serious about disease prevention -- links romance with sensible, responsible behavior. Rather than utilize strategies of condemnation or fear, this poster, taken at face value, only offers the views and choices of one young man. In this poster, the condom-shaped character holds a shield symbolizing his protective qualities. Without reading the text in the posters to the left and below, designed by T. The poster to the left combines cartoons and sex education. Don't put yourself in that position. The image correlates masculinity and responsible sexual behavior by challenging the appeal of promiscuity and suggests that safe sex is not a reason to feel embarrassed or disgraced. By offering candid information, addressing specific populations, and using a variety of sophisticated marketing techniques borrowed from commercial advertising, print images effectively promoted safe sex and condom use at a time when a longstanding taboo against paid condom advertising on television continued to limit ads to late-night time slots.
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