The Effects of Advertisement Messages: The Case of HIV and AIDS Awareness Campaign in Nigeria

Abstract

In Nigeria, governments, non-government organizations (NGOs), associations, among other concerned bodies have always tried to get the masses (re)awakened to the existence and the effect of HIV and AIDS. To this effect, series of messages on the existence and danger of the disease were always consciously captioned to capture the masses' minds and attention using the mass media. Mass media serve as the appropriate means of quickly getting the masses informed about innovations, developments - positive or negative (Biagi, 2003; Bitner, 1989). In most of these awareness messages transmitted, People Living with HIV and AIDS PLWHA are usually engaged to voice the message. Notably, in most cases, people of the lower class cadre in the society are always engaged. This conclusion is drawn probably because of their look (on television) and the way they sound (on radio). Thus, these set of people cannot be linked to the high-class cadre. This then raised some questions: first, does it mean that only the people in the lower class live with HIV/AIDS in Nigeria? Second, if some of those in the higher class (well to do) live with the disease too, why would they not be portrayed in these adverts? Third, is there any rationale behind the selection of personalities for HIV/AIDS adverts? Last, do personalities portrayed for production of the adverts have any effect on the audience? These are the concerns of this study. To achieve this objective, the survey research methodology was be adopted. Hence, questionnaire and interview were be used to get people's views and perceptions on the subject matter.

Keywords: mass media, media adverts, advert campaign, PLWHA.