HIV/AIDS awareness advertising: representation of the linguistic and socio-cultural repertoires on ZBC/ TV
This paper analyses HIV/AIDS advertisements in the electronic form focusing in particular on the manipulation of the linguistic and socio-cultural repertoire of the target audience in sense creation as part of HIV/AIDS awareness campaigns. By utilizing the communication and discourse analysis mod...
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| Format: | Article |
| Language: | English |
| Published: |
World Academy of Science, Engineering and Technology
2016
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| Subjects: | |
| Online Access: | http://hdl.handle.net/11408/1106 |
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| Summary: | This paper analyses HIV/AIDS advertisements in the electronic form focusing in particular on the
manipulation of the linguistic and socio-cultural repertoire of the target audience in sense creation
as part of HIV/AIDS awareness campaigns. By utilizing the communication and discourse analysis
models as the methodological tools, this paper analyses the ambiguities and accuracies in the
advertisements focusing on language use, socio-cultural references and the reception of the
advertisements. This study is based on selected advertisements screened on the Zimbabwe
Broadcasting Corporation Television (herein referred in this paper as ZBC TV) in the first half of the
year 2009. The paper argues that though the advertisers carefully manipulated the linguistic and
socio-cultural repertoire of the recipient audience, inadequacies, ambiguities and assumptions were
also detected in the advertisements thereby reducing their effectiveness in their intended purpose. |
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