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A Study Of Language Of Advertisement
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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 and electronic media. The advertisements studied show that, advertising has its peculiar linguistic devices which are used to get the attention of the audience to patronize the advertised products. Advertising has preference for short and condensed sentences, as well as catchy phrases and sentence fragments. Sometimes, style, like humour or incongruity, creates anxiety. For example:
In appendix 7 lines 1&2
Your wife is having an affair
Your wife’s secret love IGNIS
The above example creates anxiety because there is a mismatch between what the advertiser says and what he means. The anxiety is later calmed down by the following (line 3) which says: “What we are talking about is IGNIS home appliancesâ€. Figurative language is one of the linguistic devices used to spice up advertisements. Among the common figure of speech found in advertising are hyperbole, simile, personification, onomatopoeia, alliteration, and repetition. Other devices like idiomatic expressions, rhetorical questions, style like dialogue, code-mixing, vocative etc, appeal, nonce and linguistic parallelism were equally observed. Most of these devices help to portray the connotative meanings of the advertisements, as well as conceptual meanings. They are all used to project the image of advertised products to the limelight. This makes the products find favour in the eyes of the public. Sometimes, one needs to apply basic intelligence in order to arrive at the meaning of some advertisements. This is because some advertisements are framed in such a way that meaning is hidden. This is exemplified by the IGNIS advertisement- Your wife’s secret love.
RECOMMENDATIONS
Advertising is germane to man’s existence. It contributes in no small way to the growth and survival of institutions, industries, factories, establishments, organizations etc, by selling their products, services or ideas to the members of the public. It is through advertising that the audience are informed about what they ought to know about their society as well as the products and services available in the society. Advertising has so much influenced man that it has become part of him. Consequently, the researcher recommends the following:
There is no gain-saying the fact that advertising, as a specialist area has its own specialized style. It tends to have its unique linguistic devices which enable the advertisers to capture the attention of the audience within a short period.
At times, the physical representations of some advertisement differ from the meaning the advertiser intends to convey. In a case like this, the listener should be patient enough to listen to the advertisement with a critical mind so as to decode the advertiser’s actual message.
Where the advertisement is meant for the entire population of Nigeria, Pidgin English is preferable, considering the fact that up to 60% of the populace is uneducated. The famous AIDS advertisement. “AIDS no dey show for face†illustrates this well. Advertisements meant for people living together in a particular area and speaking the same native language should be made in that native language. This is to make sure that everybody understands what is said.
Furthermore, advertising should not be an all comers-field. People going into it should be knowledgeable in the art of the profession.
Lastly, the advertiser should endeavor to present a true image of what they advertise.
CONCLUSION
Advertising is a specialist area which deals with the marketing of ideas, products, and services to the members of the public. The goal of an advertiser is to send across his message about the advertised product to the public within the shortest time and space. Advertisement copies have linguistic devices which enable the advertisers to capture the attention of the audience within a short period.
Consequently, the advertisers use a lot of figurative language, idiomatic expression, appeal and styles to bring out the good qualities of the products and equally portray the conceptual and connotative meanings.
Occasionally, they try to arouse curiosity in the minds of people by creating messages with contextual meanings. The analysis reveals that certain devices are peculiar to advertising. So advertising has its own unique language and style which help to convey the intended meaning. This enables advertisers to meet the demands of their profession, which is to inform and (or) persuade the public to patronize their products, idea or services.
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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 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---
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---
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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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CHAPTER FOUR -- [Total Page(s) 1]
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