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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---
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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---