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Zeitschrift für Angewandte Linguistik

Managing Editor: Gerwinski, Jan / Heller, Vivien / Meer, Dorothee / Morek , Miriam / Reif, Monika

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SCImago Journal Rank (SJR) 2017: 0.102

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Zwischen Nichtwissen und Wissen: Plakate als Medium der HIV/Aids-Prävention im frankophonen Afrika

Between Ignorance and Knowledge: Posters as Medium in HIV/Aids Campaigns in Francophone Africa

Martina Drescher
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  • Lehrstuhl für Romanische und Allgemeine Sprachwissenschaft, Universität Bayreuth, GW I, D-95440 Bayreuth
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Published Online: 2015-09-02 | DOI: https://doi.org/10.1515/zfal-2015-0018


Despite anti-retroviral therapies HIV/Aids still represents a threatening and often fatal disease in most of sub-Saharan Africa. Awareness campaigns which combine various media thus remain an important means in the struggle against the pandemic’s further spreading. Posters are one such crucial element. As campaigns increasingly rely on principles of social marketing, the segmentation of the audience and the identification of different target groups have become key concepts to be reckoned with.

Based on data collated from the collection of HIV/Aids-posters at the Dresden Museum of Hygiene and photos of campaign posters from different Francophone African countries, this paper aims to discuss to which extent these posters are actually designed for specific target groups. Central to the analysis is the complex semiotic connection between textual and visual elements which will be illustrated with a series of case studies.

Keywords: recipient design; French; poster; sensitization; text-image-relation; knowledge; ignorance; sub-Saharan Africa; HIV/Aids; social marketing

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Published Online: 2015-09-02

Published in Print: 2015-09-01

Citation Information: Zeitschrift für Angewandte Linguistik, Volume 63, Issue 1, Pages 169–201, ISSN (Online) 2190-0191, ISSN (Print) 1433-9889, DOI: https://doi.org/10.1515/zfal-2015-0018.

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