The decision to use standard, or simplified graphic language for development communication is usually problematic as a result of target audience conditions in developing countries that make presentation of a full range of development messages with uniformity across cultural delineations difficult. A rash decision often result in production of ineffective media with grave consequences for structural and human growth. Therefore, this paper focused on the communication challenge of utilizing standard/simplified graphic language for advancement. It employed a triangulation of the Critical-Historical-Analytic examination, and Content analysis methods. The paper started with the need to make informed decision on the use standard/simplified graphic language appropriate for receivers. Furthermore, it examined the role/activities of communication actors in campaign situation using the Shuttle models. Moreover, it considered target audience conditions with particular attention to illiteracy, and visual perception across cultural boundaries. And it evidenced the deployment of standard/simplified graphic language for campaigns in Africa. The paper found that target audience pretest is the panacea for decisive use of standard/simplified graphic language appropriate for target audience; and ended with the need to adopt participatory communication practices that afford its realization.
- Communication challenge
- Development initiatives
- Audience conditions
- Use of standard or simplified graphic language
- Target audience evaluation