This paper, a study on the persuasive power of HIV radiornadvertisements (FM Addis and Radio Ethiopia) a textual analysis, isrndivided into five chapters.rnThe first chapter, an introductory part, contains the background ofrnthe study, statement of the problem, objectives significance,delimitationrnand limitations of the study.rnThe second chapter is a review of theoretical perspectives related tornmass communication, a dvertising and HIV / AIDS as well as aspects ofrnpersuasion. It a lso gives a review of related works.rnThe third chapter, methodology, a lso presents the major method,rntextual analysis, and a particular approach, rhetoric criticism, used forrnthe a n a lysis of the advertisements. Textual analysis and rhetoricrncriticism in particular is used to analyze and inte rpret persuasivernmessages. The chapter also sets out the parameters to be used in thernanalysis: source credibility, audience analysis and contentrncharacteristics of the advertisements.rnIn chapter four, sample advertisements are interpreted andrnanalyzed as per the parameters suggested in the methodology. The outcomernof the analysis, therefore, revealed that though there arernadvertisements that seem to share some qualities of a persuasiverncommunication, most of them have shown failure m achievingrneffectiveness in such aspects of persuasion as source credibility,rnaudience analysis and content characteristics.rnFinally, the last chapter, conclusion and recommendations,rnprovides a summary of the findings of the study with possiblernalternatives that would curb the existing problems.