"Speak Up and Say Malaria Must Die": Pragmatic Acts of Malaria-Related E-Adverts

Abstract

This paper examines various pragmatic functions of language in medical-related E-adverts, which are unique and can reveal the advertisers' intentions. Previous studies on medical advertisements have focused on posters, television, and leaflets emphasising language use, persuasive strategies, communicative acts, and style, neglecting the pragmatic functions of malaria-related E-adverts. This study, therefore, examines the pragmatic implications of language use in selected malaria-related E-adverts using Jacob Mey's (2001) pragmatic acts theory. One hundred randomly sampled downloaded and transcribed YouTube videos constitute data for this study. The findings reveal that E-adverts are characterised by two categories of practs: preventive and awareness practs. Preventive pract manifests exposing, warning, appealing and informing practs, while awareness pract bifurcates into challenging and encouraging practs. The study concludes that context and advertisers' intentions constrain language use in malaria-related E-adverts.