• A Study Of Language Of Advertisement

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    • 1.0.3 Advertising Media
       It should be emphasized here that there are eight principal media for advertising. (Shally-Jensen 2004:198) These are; the newspaper, magazine, radio, television, direct mail, outdoor billboards and posters, advertising and miscellaneous media.

      (1) The Newspaper: Of these media, the newspaper is the most basic, which offers advertisers large circulation, a readership close to the advertiser’s place of business and an opportunity to alter his advertisements on regular basis.
      (2) Magazines: The other chief print media, the magazines may be aimed at specific audiences (like people interested in literature, health issues, outdoor games or politics) and offer the manufacturers of products of particular interests to such people the opportunity to make contact with their most likely customers. '
      (3) The electronic media: This includes radio and television. These are pervasive in many countries, especially in the western industrialized nations. Although in some countries radio and television are run by the state and so accept no advertising. In others, advertisers can buy short “spots” of time, usually about one minute duration. Advertising spots are broadcast between or during regular programmes, sometimes at the time discretion of the broadcaster.
      (4) Direct Mail: Direct mail offers advertisers enough time to make a highly detailed and personalized persuasion to the audience.
      (5) Outdoor bill boards and posters and transit advertising: These are used to reach millions of people who use the mass transit system.
      (6) Miscellaneous Media include the use of dealer displays and promotional items such as calendars to win the public patronage of the advertised products.
       
      1.1 Purpose of Study
       This study will make members of the public understand that the language of advertisement has connotative meaning not just the denotative meaning of the expressions used. Also the construction of the sentences observes linguistic devices which feature prominently in expressions.

      1.2 Significance of Study
       This study will enable linguists to know that advertising has its own style of language use. To this effect, linguists will direct their minds towards learning and using the correct forms, since meaning is always at the core of communication.  
       
      1.3 Scope of Study
       This study is limited to the electronic media, specifically radio advertisements, especially on consumables. The data are drawn from both English and Igbo advertisements. The Igbo and English data are analysed based on linguistic devices that relate to the relevant advert pieces in the appendices.
       
      1.4 Area of Study
      The area under study falls within the range covered by the Radio Nigeria (Purity FM), Awka and the Anambra Broadcasting Service (ABS) Awka transmitting stations. This area is made up of Anambra, and parts of Delta, Enugu and Imo States.

      1.5 Limitations of Study
      It was not possible to get copies of the scripts because the advertisements are usually played by the radio stations from the tapes. The researcher therefore had to transcribe the advertisement pieces orthographically. The arrangement of the advert pieces into stanzas or verses was at the discretion of the researcher.
       
      1.6 Conventions Used
       The orthography used for Igbo examples is standard Igbo. The audio tapes were transcribed orthographically. The Igbo examples were tone marked; leaving high tones unmarked.
       
      1.7 Data Collection
       The data for this research was obtained from audio tape-recorded advertisement copies collected from Radio Nigeria (Purity FM) and the Anambra Broadcasting Service (ABS) Awka. The audio tapes for the advertisements were played repeatedly and were transcribed orthographically. Brand names were left as they were perceived. The researcher did not subject such brand names to Igbo orthography.
       
      1.8 Data Analysis
       The data was analysed based on a number of linguistic devices such as figurative language, idiomatic expressions and appeal among others. Each linguistic device was examined with the relevant advertisement piece in the appendices.
       


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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 hā viam n’anya     á»Œ gà-ème hā viam n’anya      Peter Ã’bi gà-àchikwa ōzō      á»Œ gà –ème hā viam n’anya.  APPENDIX 6 Andrews Liver Salt 1.     1st man: Nnàà anwụọla mụ o !            Afọ ọrụrụ ekwèghị m hụ ụzọ taā bụ èzùmike m      2nd man: Afọ ... 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 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 THREE - [ Total Page(s): 4 ]3.0 THE ANALYSIS OF RADIO ADVERTISEMENTS AND JINGLES The data will be analysed based on the linguistic devices used in the language of advertising. Its connotative meanings will be discussed equally. The devices to be dealt with include figurative language like hyperbole, personification, onomatopoeia, simile, alliteration, repetition. There are other devices like idiomatic expressions, rhetorical question, style, appeal, economy of words and nonce form etc. These devices will be illustrated usi ... 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---