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A Stylistic Analysis Of Bank Advertisements In Nigerian Newspapers
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The language of
advertising is also brief and concise. There is no room for unnecessary
verbosity because advertisements are expensive and it is a field where
the coat has to cut according to the cloth (Okpaleke, 1992).
In
addition, the language of advertising entails the use of rhythm.
Advertisers use rhythm in order to make an advertisement pleasing to the
ears of the customers. David (1987:390) also states that “language of
advertisement is generally laudatory, positive and unreserved
emphasising the uniqueness of a product.†The use of language in
advertising could be subjective and objective. The subjective factor is
that the writer’s linguistic competence determines his vocabulary usage,
style and creative ability to conform with the stylistic tendencies
peculiar to the agency and his consciousness of the advertisers
objectives successfully in good write-ups would portray the language use
as being objective.
1.4 Purpose of the Study
This project
is a Stylistic Analysis of Bank Advertisements in Nigerian Newspapers.
The aim of this work will therefore involve the manner in which language
is used in Bank advertisement for conveying messages to the public, the
effectiveness of the choice of language and the meaning of bank
advertisements using stylistic elements.
1.5 Scope of the Study
In
carrying out this research, the data which shall be used for analysis
shall be limited to fourteen bank advertisements. These bank
advertisements shall be from The Guardian, and This Day Newspapers.
1.6 Justification of the Study
The
researcher is aware that several works have been carried out on
advertisement generally over the years. However, no particular attention
has been paid to a stylistic analysis of bank advertisements in
Nigerian newspaper.
Therefore, this study shall investigate the area
with the hope that it will be beneficial to writers of advertisements in
their choice of words, those who might be conducting future research on
a related topic and to the students of stylistics.
Research Methodology
This
work is basically a Stylistic Analysis of Bank advertisements.
Therefore, the use of stylistic variables selected from Graphology,
phonology, lexis, syntax, and cohesion will be employed in analysing and
interpreting bank advertisements.
Fourteen bank advertisements will be data for the stylistic analysis.
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ABSRACT - [ Total Page(s): 1 ]Stylistics is the study of linguistic and non linguistic aspects of style in spoken and written text. Advertising is a form of communication used to help sell products and services. Adverts are not just to fascinate, but rather, they are used by advertisers to achieve their persuasive goals. This study reveals the manner in which language is used in Bank advertisements for conveying messages to the public and the effectiveness of the choice of language. The stylistic elements employed in the ana ... Continue reading---
