Word: condom
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...either male homosexuals or hemophiliacs. Then came word that the first female patient had died on Jan. 20 of AIDS-related pneumonia in Kobe, a western coastal city on the island of Honshu. The victim, a prostitute, was unquestionably heterosexual. Fear rattled the country like an earthquake. Stock in condom manufacturers soared by as much as 500 points on the Tokyo exchange. A TV news special seeking to pinpoint the source of the problem, suggested darkly that foreign sailors frequenting Kobe's red-light district were to blame, and asked: "Can Kobe live down this shame...
...stations have established restrictions. The commercials will not be shown during children's programming hours; condoms cannot be promoted as a birth-control device (as they have been on cable); and the ads must be in good taste. Tastes vary. The LifeStyles ad that will air on the Midwest stations, for example, is quite direct. "Because of AIDS, I'm afraid," states a young woman. "AIDS isn't just a gay disease. It's everybody's disease. And everybody who gets it dies. The Surgeon General says proper use of condoms can reduce your risk...
Prophylactics manufacturers, whose sales are expected to jump by 10%, to $110 million this year, contend that their ads promote not promiscuity but responsible sexual practices. TV viewers may be ready to agree. Harriette Robinet, 55, of Oak Park, Ill., admits that she is "squeamish" about the idea of condom ads on prime time but thinks today's young adults need the information. Says she: "It's all very pathetic, but it's necessary...
...only nation struggling with how to educate the public about using condoms as a protection against AIDS. Two weeks ago Britain launched a $30 million government-funded campaign featuring TV ads with the word AIDS chiseled on a gravestone. "Don't die of ignorance," blares the accompanying voice. (Condoms, however, are not mentioned.) Detailed information is in leaflets being sent to the nation's 23 million homes. Denmark and Norway are matter-of-factly running explicit pro-prophylactic TV spots alongside ads for traffic safety and medical care. One cartoon commercial depicts a small i in the word AIDS that...
Concern over AIDS leads TV and print media to change policy on condom ads. -- Outside the U. S., commercials can be very explicit...