Keith:
Your method of programming the variable is what gives you the code you got. By making the message[] variable an array that was inside the procedure but was initialized from a constant string says that you wanted a string variable that could be changed inside the routine. You could avoid the messy initialization code in a couple of ways:

Method 1. If the message[] variable did not really need to be changable in the routine maybe you could instead in the place where you used message[], such as:

    sprintf(buffer,"++%s++",&message[0]);

...you could code

    sprintf(buffer,"++%s++","Welcomen");

Method 2. You could instead use a pointer instead of the message[] array. If you coded..

    unsigned char *msg_prt="Welcomen";

...the resulting initialization would simply be a pointer setting to the location of the compiler placed fixed text string. You could even make the code more efficient by declaring the pointer to be a pointer to a "code" space string as..

unsigned char code *msg_prt="Welcomen";

Method 3. You could initialize the string yourself using a library function. The library function is most likely an efficient loop at least. Thus you could write..

    Unsigned char message[15];
    strcpy(message,"Welcomen");

I guess one reason we use C is to avoid having to write junk like this stuff by hand in assembler.

On the other hand the C programmer, particularly on the 8051 needs to study carefully "how" you write programs to avoid really messy assember from being generated by the C compiler.

Good Luck