Patience Obiageri Solomon-Etefia
University of Benin, Nigeria
Gerald Okechukwu Nweya
University of Ibadan, Nigeria
Abstract
Catchy
HIV/AIDS campaign messages in Benin metropolis exhibit the characteristics of
direct and indirect acts. These acts play pragmatic roles in peoples’ understanding
of catchy HIV/AIDS campaign messages in Benin metropolis. This paper investigates direct and indirect acts in
HIV/AIDS catchy campaign messages in Benin metropolis from an ethno-statistical
perspective; it assess respondents’ understanding of the campaign messages with
the features of directness and indirectness. The data for the study were
collected using the questionnaires from five LGAs in Benin metropolis. These are
Oredo, Ikpoba-Okha, Ovia-North-East and Ovia-South-West and the data was
analysed using the simple percentages. The paper reveals that some respondents
could not understand some of the messages because of the pragmatic indirectness.
It was also observed that background
characteristics (age, education, gender, and ethnic group), understandable
language for reading and writing of respondents and how HIV/AIDS messages were
known play a major role in understanding the direct and indirect acts in the
messages. The paper concludes by advising the message provider to write in
simpler form for the effectiveness of these campaign messages, creating of
messages in native languages is also encouraged.
Keywords: Direct and indirect acts, HIV/AIDS campaigns, Pragmatic
function, Benin metropolis Nigeria
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