Resumen

In thirty years there have been many advertising campaigns on the phenomenon of HIV/AIDS. The claims makers involved in this work are: first the Public Administration and then the NGO. Each of these actors deals of communication responding to their goals and mission. In fact, we distinguish between: public service advertising and advocacy advertising. For these reasons, there are substantial differences in addressing the HIV theme. This paper analyzes the first thirty years of public service advertising in Italy, on HIV and AIDS issues”.