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A Study Of Language Of Advertisement
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3.3 Economy of Words
The economy of words manifested in almost all the different examples of advertisement (appendices) MARS Stabilizer (appendix 8, line 1)
“Don’t gamble with the life of your applianceâ€.
The advertiser economized words by using the word gamble. The advertiser is warning that one should not put the life of one’s electrical appliances at risk. IGNIS Home Appliances (appendix 7, lines 6-8) “That are durable, affordable, made to international standard and tropicalised –giving you long lasting performance and value for moneyâ€.
In the above example, the word durable is used instead of saying that the appliances are likely to last for a long time without breaking down or getting weaker. The advertiser uses affordable instead of saying that the prices of the appliances are very low that one can buy. The advertiser equally uses “value for money†instead of saying that IGNIS home appliances worth more than the money used to buy them. In other words buying the product is not a waste of money or resources.
3.4 Nonce Form
Nonce form is manifested in Ariel Detergent (appendix 4, line 13)
“Ariel ebe a noâ€
The word “ebe a no†is adopted by the advertiser for the purpose of advertising Ariel Detergent.
3.5 Vocative
Likewise, vocative as one of the style can be observed in (appendix 3 line 1) Dr Aladin’s 7 keys to power. Nne Nkechi! Nne Nkechi.
This is a direct address to “Nne Nkechiâ€. Also in (appendix 4 line 1) Ariel Detergent.
“Ngozi, i hukwara akwa nnukwu ego mama Nneka na –eyizi?â€
The advertiser is directly addressing Ngozi in the above expression.
“Nnukwu ego†is an irrelevant idea.
The most important thing is that the woman’s dress is very new.
3.6 Humour
Humour is equally observed in (appendix 7 lines 1&2) IGNIS (Home Appliances)
Your wife is having an affair Your wife’s secret love IGNIS The above expressions create humour among the audience. Whenever, one hears “your wife is having an affair†he sees it as infidelity or cheating on ones spouse. The advertiser uses the above expression to explain that the woman is in love with IGNIS home appliances because it makes her house chores easier.
3.7 Parallelism
Parallelism features prominently in (appendix 2, line 2).
Vitalo Beverage
“Ma o di oku, ma o di oyiâ€
The above example is semantic parallelism. It was used for a particular stylistic effect (assonance) under normal circumstance, it ought to be “ma o di oku, ma o juru oyi†The advertiser used the above structure for emphasis and rhythmic effect. To show that vitalo is very good taken either cold or hot.
From Lipton Yellow Tea (appendix 2, lines 15&16).
It’s a sign of good taste
The sign of good taste.
The above expressions are syntactic parallelism.
3.8 Summary
This analysis reveals that certain usages are peculiar to advertising. So advertising has its own linguistic devices. These devices enable advertisers to meet the demands of their profession, which is to inform and (or) persuade the public to patronize their products, ideas or services in the shortest time and space. Consequently, they use a lot of figurative language, idiomatic expressions and appeals to bring out the good qualities of the advertised products. Also in order to create very sharp messages, copywriters sometimes deliberately violate the rules guiding good usage. Occasionally, they try to arouse curiosity in the minds of people by creating messages with contextual meanings. The advertisers equally choose evocative words which help them to paint a good picture of their products. Such words make positive remarks about their products, without condemning any similar one, or another competing product.
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ABSRACT - [ Total Page(s): 1 ]Advertising is one of the means through which marketers or manufacturers convince buyers to patronize their products. It involves the dissemination of information about products, services, ideas e.g from advertisers to the public in a short time and space. There are different kinds of advertising but this research work will focus on retail advertising. This work examines the meaning and features of advertising and by using the descriptive approach. Audio tapes were collected from selected media ... Continue reading---
APPENDIX A - [ Total Page(s): 4 ]APPENDIX 5 Political Advert Jingle: 1. Ọ gà –ème hÄ viam n’anya Ọ gà -ème hÄ viam n’anya Peter Ã’bi gà -à chikwa ÅzŠỌ gà –ème hÄ viam n’anya. APPENDIX 6 Andrews Liver Salt 1. 1st man: Nnà à anwụá»la mụ o ! Afá» á»rụrụ ekwèghị m hụ ụzá» taÄ bụ èzùmike m 2nd man: Afá» ... Continue reading---
TABLE OF CONTENTS - [ Total Page(s): 1 ]AbstractTable of ContentsChapter One Introduction 1.0 Background of Study1.0.1 Brief History of Advertising1.0.2 Kinds of Advertising1.0.3 Advertising Media1.1 Purpose of Study1.2 Significance of Study1.3 Scope of Study 1.4 Area of Study 1.5 Limitations of Study1.6 Convention Used1.7 Data Collection1.8 Data Analysis Chapter Two 2.0 Review of Related Literature2.1 Language of Advertising Chapter Three 3.0 The Analysis of Radio Advertisements and Jingles3.0.1 Hyperbole3.0.2 Personification3.0. ... Continue reading---
CHAPTER ONE - [ Total Page(s): 2 ]INTRODUCTION 1.0 Background of Study Advertising is one of the tools of public communication. Advertising is essentially a persuasive means of communication task to reach a defined audience in a given form of non-personal presentation and promotion of ideas, goods and services. Advertising has become a part and parcel of man’s life in society. Every linguistic setting has peculiar language items that are acceptable and appropriate to it. This is also applicable to advertising. It would be ... Continue reading---
CHAPTER TWO - [ Total Page(s): 3 ]In persuasive advertising, appeal is made to the emotion or reason of the target audience. This is achieved by using language skillfully so as to influence the behaviour of the audience by making him believe that advertised product is the best among equals. When this remarkable feat is achieved, the influenced audience goes to patronize the product. Advertising welcomes appeals. Words are highly economized in advertisement due to advertisers’ want to reach their audience within the shorte ... Continue reading---
CHAPTER FOUR - [ Total Page(s): 1 ]OBSERVATIONS, RECOMMENDATIONS AND CONCLUSION 4.1 Observations Man uses different styles of language to perform various functions in the different spheres of life. The style that is acceptable in one area tends not to fit in another. So, every profession has its own unique language. Advertising is not an exception. In advertising specialized terminologies enable advertisers to sell the products, services or ideas being advertised to the public. Advertising is carried out via the print a ... Continue reading---
REFRENCES - [ Total Page(s): 1 ]References APCON (2002). Principles and Practice of Advertising. Lagos: NELAG & Co Ltd. Bovee, C.L. & Arens W.F. (1994). Contemporary Advertising. New York: Richard D. Irwin Inc,. Crystal, D. (1995). The Cambridge Enyclopedia of the English Language. U.S.A: Cambridge University Press. Dale .W. (1994). The World Book Encyclopedia. London: A Scott Fetzer Company. Dominick M. (1990). The Dynamics of Mass Communication. New York: McGraw –Hill Companies Inc. Emblen, K. and Dresner D, ( ... Continue reading---
