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The Role Of Advertising In Promoting A Product
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CHAPTER ONE
INTRODUCTION
1.1 BACKGROUND TO THE STUDY
Advertising is an effective communicative discourse. It has the sole aim of persuading the readers to gain their trust of the reality of the promoted product (Al-Siyami, 2013). In last decades, the market glut of advertising caused the increased intention and interest in linguistic aspect of advertising. Advertising unifies language, pictures, music; it contains information, invokes emotions and imaginations, it can capture all five senses and, besides it, it has social and practical aim (Lapsanka, 2006).
Advertising has become a science. People began to describe, analyze the linguistic means and evaluate the language trying to find out the principles, create new kinds of relationship between elements of language and improve the techniques, with the aim to be unique and maximize the effect at full blast (Lapsanka, 2006).
Language is a powerful tool for a human being to communicate with others effectively. Therefore, the use of right and effective language both in speech and in writing brings success (Kannan and Tyagi, 2013). Newspaper language is a combination of different stylistic features, a mixture of several kinds of materials (Juhani, 2008). Newspaper language is relatively formal and impersonal. Colloquial words and expression are not found except in quotations (Juhani, 2008).
Newspaper forms an effective form of media in a developing country (Bansal and Gupta, 2014). Newspapers provide up-to-date information on local, state/provincial, national, and world issues. They are among the most widely-read periodicals that are available and accessible to the vast majority of people of all ages and walks of life in any community. (Bruneau, n.d) submits that people expect advertising in the newspaper. He submits further that many people buy the paper just to read the ads from the supermarket, movies or department stores. Igbeka& Ola(2010) argued alongside that every category of reader can find some important, current, and interesting information in newspapers.
Newspaper creates reading habits and easily differentiates people who read and who do not. Reading is the art of learning something. Newspaper is the store house of knowledge and provides knowledge of different tests and kinds of different segments of the society. Reading builds vocabulary skills and background knowledge that strengthens reading skills and increases the enjoyment of reading (Strommen& Mates, 2004; Majumder and Hasan, 2013). Today's newspapers use design elements that make information easily accessible to the reader. For example, important stories have large bold headlines, while graphics appear next to related stories (Igbeka& Ola, 2010).
Newspapers also reflect the changes in the language as well, and in doing so, help students and teachers keep up pace with such changes. Most newspapers are linguistically up-to-date and provide valuable linguistic data` (Tafani, 2004; Vavla, 2009). Newspapers provide a wide range of various text types and language styles, which are not always found in textbooks (Vavla, 2009).
There is no doubt that newspapers are a major force in forming public opinions on matters affecting national and international efforts towards economic progress and global understanding (Olusoji, 2012). Bordering on this terrain, this study assessed the language of newspaper advertisement, with Vanguard newspaper being the focus of the study.
1.2 STATEMENT OF PROBLEM
Every advertising medium has characteristics that give it natural advantages and limitations (Bruneau, n.d). Newspaper is one of the popular channel of providing information, education and entertaining the audience. Newspaper also have a comparative advantage over other media like Radio and T.V due to its feature of permanence, Unlike advertising on TV and radio, advertising in the newspaper can be examined at one’s leisure. Again, Igbeka & Ola (2010). Newspapers use design elements that make information easily accessible to the reader (Igbeka& Ola, 2010).
However, advertising has been criticized as debasing language, as it often does not follow the rules of grammar. Not much work has been done in determining reader’s perception of the language of newspaper adverts. Therefore, this study sought to assess readers’ perception of the language of Vanguard Newspapers.
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ABSRACT - [ Total Page(s): 1 ]ABSTRACT IS COMING SOON ... Continue reading---
QUESTIONNAIRE - [ Total Page(s): 2 ]APPENDIXQUESTIONNAIRE Department of Mass Communication, College of I.C.T, Kwara State UniversityMalete, P.M.B 1530 March 2017. Dear Respondent,REQUEST FOR COMPLETION OF QUESTIONNAIREI am a final year undergraduate student of the Department of Mass Communication, Kwara State University, Malete. I am cond ... Continue reading---
BIBLIOGRAPHY - [ Total Page(s): 1 ]BIBLIOGRAPHYAl-Siyami, A. W. (2013). Intertextuality in Newspaper Advertising. Journal of Modern Languages. (23), pp41-56.Bansal, M. and Gupta, S. (2014). Impact of Newspaper Advertisement on Consumer Behavior. Global Journal of Finance and Management. 6 (7) 669-674. Bloor, M, & Bloor, T. (2007). The practice of critical discourse analysis: An introduction. London: Hodder Education.Braithwaite, C and Webb, A. (n.d).Successful Newspaper Advertising.International Center for ... Continue reading---
CHAPTER TWO - [ Total Page(s): 3 ]FEATURES OF ADVERTISINGKannan and Tyagi (2013) identified some features of advertising which are;I. Paid form: Advertising is always a paid form of communication and hence commercial in nature. Thus, advertising can clarify to be distinguished from publicity which is not paid for by the sponsor. II. Non-personal presentation: Advertising is a non-personal presentation. Whatever the form of presentation, advertising is always directed to a mass audience rather than to any individual. ... Continue reading---
CHAPTER THREE - [ Total Page(s): 1 ]CHAPTER THREEMETHODOLOGY3.1 INTRODUCTIONThis chapter deal with methodology of the study. It covered the research design, method, population of the study, sampling technique, sample size, data collection instrument and the data analysis.3.2 RESEARCH DESIGNThe research design that was used for this study was the quantitative research. This method entails data gathering in a numerical format. The method that was used is the cross-sectional survey. With this design, data gathering it was conducted a ... Continue reading---
CHAPTER FOUR - [ Total Page(s): 5 ]Table 1 indicates that; Majority (51%) of the respondents are male; More than half (52%) of the respondents fall within the age bracket 21-24 years; bulk (38%) of the respondents are in the department of Mass Communication; majority (45%) of the respondents are in 400 level and Majority (59%) are also in the regular undergraduate programme.Table 2 indicates that; majority of the respondents (32%) often read vanguard newspaperData in table 3 shows that majority of the respondents (27%) agreed t ... Continue reading---
CHAPTER FIVE - [ Total Page(s): 2 ]CHAPTER FIVE SUMMARY, CONCLUSION AND RECOMMENDATION5.1 Summary of the studyChapter one of this study bordered on the background to the study, which introduced some of the concepts like language, language of advertising in newspaper and readers perception which was later discussed in the chapter two. This chapter contained the research questions, objectives, significance of the study, scope of the study and definition of terms.Chapter two dealt with the comprehensive review of releva ... Continue reading---
