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A Study Of Language Of Advertisement
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3.0.8 Rhetorical Questions
Rhetorical questions are questions asked just for effect and not because an answer is expected. Most times the answer to a rhetorical question is common knowledge. Advertisers use this device to elicit some kind of emotional effect on the audience. Such an effect would invariably produce a reaction. Rhetorical questions are used as a form of persuasion.
The mode of persuasion is very subtle, often it has a satirical tone but more often it is comical. This is manifested in Ariel detergent (appendix 4 line 4)
(a) Onye nyere awo kotu?
This is a rhetorical question which does not need any answer. In the above question “awo†would refer to Nneka’s father while “kotu†likely refers to “ego†(money). Though, it is an idiomatic expression, it simply means that Nneka’s father has not acquired wealth to the extent of buying new dresses for his wife.
(b) Andrews Liver Salt (appendix 6 line 3)
Afo oruru?
(Stomach upset?)
The above question is asked simply to elicit some kind of emotional effect on the listener. The question stresses the state of health known as “afo oruru†(stomach upset). The effect of this device in the advertisement on the audience is such that they are made to believe that no matter the kind of stomach upset, Andrews liver salt is capable of handling it. As soon as Andrew Liver Salt is taken, relief comes.
3.0.9 Dialogue
Dialogue is a special affective device employed by advertisers. It makes use of two or more people talking about the same advertised product. Usually one of the people involved feigns ignorance of the existence of the product which ironically is what he needs at that point in time. The other member(s) of the group will then recommend the product and convince him to try it. Towards the end of the advertisement the ignorant partner would testify to the efficacy of the product. The advertisement copy of Andrews Liver Salt is a good example of dialogue (appendix 6). 1st man: Nnaa, anwuola mu o! Afo oruru ekweghi m hu uzo taa bu ezumike m (Gosh, I’m finished! This stomach upset would not allow me rest today that I am off duty) 2nd man: Afo oruru?
Gaa nuo Andrews
Otu n’ime ogwu magnesium sulphate
i na –ekuli ka onye ndu di n’ahu
(stomach upset? Take Andrews Liver Salt, a brand of magnesium sulphate and get up and go like a vibrant man). 1st man: i hula na afo m anaghikwa ada ka igba Ekele diri Andrews (see my bowels no longer sound like a drum, thanks to Andrews).
The above dialogue is between two men. The first man feigns ignorance of the existence of Andrews Liver Salt which is what he needs to take care of his “afo oruru†(stomach upset). The second man recommends Andrews Liver Salt for him. The first man then takes Andrews and testifies the efficacy of the product.
Appendix 4: Ariel Detergent
Ada: Ngozi, i hukwara akwa nnukwu ego
Mama Nneka na-eyizi?
O di ka di ya enweela nnukwu ego.
Ngozi: Ada, onye nyere awo kotu?
Di ya enweghi ego o bula …
The dialogue is between Ada and Ngozi. Ada asked Ngozi whether she has seen the expensive clothes worn by Nneka’s mother these days. In Ada’s opinion, it does appear that her husband has made some money. Ngozi’s cynical remark “Onye nyere awo kotu†shows her doubt or disbelief about the wealth of Nneka’s father. Ngozi claims to know the secret behind it and Ada is anxious to know. Ngozi tells her the secret – Ariel detergent.
“O bu sooso Ariel ka nwaanyi a ji asa akwa mere o ji wee di ka akwa ohuruâ€
Another one is Dr Aladin’s 7 keys to power. (Appendix 3)
A: Nne Nkechi! Nne Nkechi
B: Ee! Nna anyi
A: I zutago ogwu a na –akpo Dr Aladin’s 7 keys to power.
B: Nna m ukwu mba o!
A: Ngwa were oso were ije gaa ebe a na-ere ogwu …
The above dialogue may be assumed to be between husband and wife (Nna m ukwu na Nne Nkechi). The man asks “Nne Nkechiâ€, if she has bought the medicine named Dr Aladin’s 7 keys to power. Nne Nkechi responds “Nna m ukwu mba o!†He tells her to go quickly and buy the medicine for prevention of measles, fever and pains. He equally reminds her of its name “Dr Aladin’s 7 keys to powerâ€.
3.1 Code Mixing
This can be observed in some of the Igbo advertisement. For example:
Saclux paint (appendix 1 lines 1&7)
Saclux paint
Saclux di na “oilâ€, “emulsion†na “sandtex†nwere eze.
In the above example the English and Igbo languages are code-mixed. “Saclux paint†in Igbo language, it supposes to be “penti sacluxâ€. The second sentence: “Saclux di na oil, emulsion na sandtex nwere ezeâ€. In this sentence “oil, emulsion and sandtex†are English words. “Na oil†in this structure default in Igbo structure it ought to be “n’ oil†because “na†is a preposition. The advertiser used it for emphases. Appendix (3 lines 3,6,10)
Ka i zuta Dr Aladin’s 7 keys to power
Dr Aladin’s 7 keys to power
There is code-mixing of the English and Igbo languages in the above example.
3.2 Appeal
Advertising welcomes appeals. For example in: MARS stabilizer (appendix 8, lines 1&2)
Don’t gamble with the life of your appliance
Protect them with MARS Stabilizer
The very nature of this advertisement makes it very effective. Line 1 sounds like a warning, which is then followed by an appeal to reason on the part of the target audience in order to prolong the life of their electrical appliances with MARS Stabilizer.
Dr Aladin’s 7 keys to power (appendix 3, lines 9&11)
Aha ya bu gini? Ozo
The above two lines in “Dr. Aladin†are all for emphasis as well as an appeal to emotion, in order to get the attention of the audience. The ultimate goal of an advertiser is to appeal to his audience to accept his view on the advertised products, services etc, as well as to retain the patronage of those already using the 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---
