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The Role Of Advertising In Promoting A Product
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CHAPTER TWO
2.0 LITERATURE REVIEW AND THEORETICAL FRAMWORK
2.1 INTRODUCTION
This chapter reviewed relevant literature under the headings of; the concept of language and the concept of advertisement, the language of newspaper, features empirical studies were also reviewed as well as the theoretical framework which this study was premised.
2.2 THE CONCEPT OF LANGUAGE
Language is foremost a means of communication, and communication almost always takes place within some sort of social context (Amberg and Vause, n.d). Language is integrally intertwined with our notions of who we are on both the personal and the broader, societal levels. When we use language, we communicate our individual thoughts, as well as the cultural beliefs and practices of the communities of which we are a part: our families, social groups, and other associations (Amberg and Vause, n.d).
Language pervades social life. It is the principal vehicle for the transmission of cultural knowledge, and the primary means by which we gain access to the contents of others' minds. Language is implicated in most of the phenomena that lie at the core of social psychology: attitude change, social perception, personal identity, social interaction, intergroup bias and stereotyping, attribution, and so on.
Language has been defined as an abstract set of principles that specify the relations between a sequence of sounds and a sequence of meanings. Just as language use pervades social life, the elements of social life constitute an intrinsic part of the way language is used (Krauss and Chiu, n.d). Language is a purely human and non-instinctive method of communicating ideas, emotions and desires by means of voluntarily produced symbols. Words, texts and sentences are attributes of a language capable of changing the meaning as well as the mood of advertising messages. Kenechukwu, Ezekiel and Leo (2013).
Linguists regard language as an abstract structure that exists independently of specific instances of usage (much as the calculus is a logico-mathematical structure that is independent of its application to concrete problems), but any communicative exchange is situated in a social context that constrains the linguistic forms participants use (Krauss and Chiu, n.d).
In human communication, language is one of the major tools of thought. The words of a language or the units of meaning can be combined into a stupendous number of sentences to represent the relationship between objects or events in the world around (Kenechukwu, 2012; Kenechukwu, Ezekiel and Leo (2013).
2.3 THE CONCEPT OF ADVERTISING
Advertising is the composed non personal communication of information, usually paid for and usually persuasive in nature about products, goods, services and ideas by identified sponsors through various media (Arens, 1999; Ugbor, 2009). The following distinguish advertising from other forms of marketing communications. It is structured to fill a predetermined space and time which may be controlled by the sponsor.
Advertising is a big component in the market economy. It plays a significant role in motivating consumers to either use a particular brand or to increase their consumption of that brand (Bansal and Gupta, 2014).
Advertisements are defined into two basic categories such as informative and transformative advertisements (Bansal and Gupta, 2014). Informative advertisement is one which provides consumers with actual facts (i.e. price, quantity, etc) and other brand details in a logical manner such that a consumer can have greater confidence in assessing the merits of buying the brand. Transformative advertisement is one which uses various psychological characteristics to differentiate it from the experience of using other brand (Bansal and Gupta, 2014).
According to Ugbor (2009), advertising is educational; people learn about new products and services or improvements in existing ones through advertising. In addition, most advertisements help in producing psychological effects and can help in changing only mental states of audiences and predispose them towards the purchase of the advertised products and servicesUgbor (2009).
Advertising is best at creating initial awareness of a product or services building an image and reinforcing existing impressions consumers have of a brand. It also stimulates demands, strengthens other promotion mix elements, develops brand preference cut costs, and serves as competitive weapons for marketers (Ugbor, 2009).
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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---
CHAPTER ONE - [ Total Page(s): 2 ]CHAPTER ONEINTRODUCTION1.1 BACKGROUND TO THE STUDYAdvertising 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, b ... 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 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---
