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A SURVEY OF THE LANGUAGE OF ADVERTISEMENT IN SELECT NIGERIAN NEWSPAPERS

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 Format: MS WORD ::   Chapters: 1-5 ::   Pages: 46 ::   Attributes: Questionnaire, Data Analysis ::   539 people found this useful

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CHAPTER ONE

Background to the study

Information is the key to a successful management, control, and decision making in every advertising agency. Flourishing advertising is a key obligation for general success in national and international markets. Print and electronic media have served individuals very well over the ages for the dissemination and exchange of information about innovations and development in society. In this case, the messages communicated through adverts and other formats in the media often reflect development trends and issues in the societies where they are used. Therefore, base on the periodic analyses of the Patterns of Information Products Advertising in Newspaper Media Nigeria advertising in various print and electronic media provide potentially very useful means of tracking trends in innovations in the different socio-economic sectors and in the market for various products and services.

Advertising is a form of communication used to encourage or persuade an audience (viewer, reader or listener) to continue to take some new action. Most commonly, the desired result is to influence consumers’ behaviour eth respect to a commercial offering;, although, political and ideological advertising is also common. The purpose of advertising may also be to reassure employees or shareholders that a company is viable or successful. Advertising messages are usually paid for by sponsors and viewed via various traditional media: including the mass media such as: newspapers, magazines, television commercials, radio advertisements, outdoor advertising or direct mail, as well as the new media such as websites and text-messages.

Advertising has been defined as “a powerful communication force and a vital marketing tool helping to sell goods and services, images and ideas” (Wright, 2003:8). Similarly, Roderick (1980:4) defines advertising as “a message specified by its originator, carried by a communication system and intended to influence and/or inform an unknown audience.” Advertising may also be seen as “a group of activities aiming at and including dissemination of information in any paid product or service to compel actions in accordance with the intent of an identifiable sponsor” (Doughuge, 1985:8).

Advertising has a long history, with some options tracing its origin to the story of Adam, Eve and the serpent in the Bible (Okigbo, 1985:10; Weffer, 1985:6). Wright (2000:4), however, opines that advertising started in ancient Babylon at about 3000BC when the inscription for an ointment dealer, a scribe and a shoe maker were made on clay tablets. Sandage and Fryburger (1963) argue that the Egyptians first wrote runaway-slave announcements on the papyrus at about 3200BC. In Africa, town crying and hawking were the earliest forms of advertising. These have survived in much Nigerian society   till date. With respect to media advertising, which is the focus of this research, Sandage and Fryburger (1963: IV ) (cited in Okeke, 2006:24) suggest that the first media advertising was done in London in 1477 when a prayer book was announced for sale, while the first newspaper advertising appeared in the Boston Newsletter in 1704.

The print media came into Nigeria in 1859 with the appearance of a Yoruba language newspaper IweIroyin published by Reverend Henry Townsend at Abeokuta. The publication carried an advert in the form of an announcement for the Anglican Church.

It is noteworthy that the earliest forms of newspaper advertising were crude and unsophisticated. Therefore they do not only help the local merchants to sell of their goods, or services, but also set a pace for the modern methods of advertising, which have over a long period of time undergone tremendous changes such that today, a lot can be written on the language of advertising in Nigeria. This is possible because advertising has become more professional, involving copywriters who exploit all the available linguistic devices to make their adverts not only persuasive, but also aesthetically appealing. This research is reviewed among the major Nigerian national daily newspapers such as, The Punch, Guardian News Paper Nigeria, This Day, Nigerian Tribune, Vanguard News Paper, The Nation, and News Nigerian. The study focused on two of the national newspapers in Nigeria. The research focus on news papers selected are the Guardian News Paper and vanguard News Paper attempts a linguistic analysis of the language of newspaper advertising in Nigeria, highlighting the phonological, morphological, syntactic and semantic features that make them attractive and persuasive. The two newspapers were chosen purposively for the following reasons. The Guardian newspaper is a national newspaper with high circulation within and outside the country and is patronized mainly by corporate institutions and white collar professionals, while the Vanguard News Paper Media was established in 1983. The paper has an online edition. The newspaper is one of the few in Nigeria that is considered independent of political control.

 

1.2     Statement of the Problem

The structure of language in advertising has a peculiar form. Many factors predispose the copywriter (i.e. the one who writes advertisements) to choose their vocabulary.

It is worthy to note that some important points about newspapers are that they are businesses, and businesses need to make profit. They can only do that if they have readers. The newspapers have to provide readers with the most up-to-date information: news features and also movie listings, the weather, sports scores, and so on. The greater the circulation, the more advertising a paper can sell, which means more profit. Newspapers need to balance these needs

It is however clear that the copywriter is restrained to the use of language in advertisement, and the owner of the advert has a primary motive of making profit out of the adverts. It is obvious that in good adverts, language matters. In this context,; therefore, the purpose of this study is to critically analyze the most suitable language for newspaper advertisement.

 

1.3     Objective of the Study

The purpose of this study is to:

  1. Survey the language of advertisement in selected Nigerian newspapers.
  2. Determine the emerging nature of information products and services markets in the Nigerian economy.
  3. Evaluate how the advertisers use various message delivery strategies in their advert.
  4. Identify the problems associated with advertising in Nigerian newspaper.
    1. Research Question

The following will help guide the research study in achieving its objectives:

  1. To what extent is the Survey the language of advertisement in selected Nigerian newspapers?
  2. To determine the emerging nature of information products and services markets in the Nigerian economy?
  3. To evaluate how the advertisers use various message delivery strategies in their advert?
  4. To identify the problems associated with advertising in Nigerian newspaper.

 

1.5     Significance of the Study

This study will help to unveil some of those hidden facts about the use and choice of languages used in newspaper advertisements, and also bring about a more refined advert outputs.

This research study will be highly relevant to the readers, and especially, to the world of journalism in the way and manner in which adverts are to be constructed and be placed in newspapers for public consumption.

The study will also help to educate on the choices of languages of newspaper adverts to be properly selected so that those who pay for the adverts will be satisfied with the publications, and that the readers’ attention will be captured at the sight of such adverts.

1.6     Scope of the Study

This study conduct to identify the various types of information products advertised in some selected newspapers over a specified period, as well as the nature of the advertising strategies that were used. the research basically is limited to the vanguard newspaper of Nigeria and the guardian  newspaper Nigeria.

 

  1. definition of terms 

 

  1. Advertisement:  A public notice or announcement, also a notice or announcement in a public medium promoting a product, service, or event or publicizing a job vacancy.
  2. Newspaper: A printed publication containing news, advertisement and correspondence
  3. Announcement: To make publicly known also a notice appearing in a newspaper or public place and announcing something such as a birth, death, or marriage

 

 

 

 

 

 

 

 

 

 

 

 

References :

 

Doughudge, C.A. (1985). Advertising in Nigeria: Zus Bureau, Lagos: Zus Bureau.

 

Klepper, O. (1985).Advertising and Development in Nigeria: The Public Communication Systems. London.

 

Leech, G.N. (1966).English in Advertising: London, Longman Publications

 

Montgomery, M. (1982).An introduction to language and society: London, Rutledge Publications

 

Okeke, C.B. (2006). The rhetoric of television advertising in Nigeria. Unpublished long essay: Department of Linguistics, University of Benin, Benin City.

 

Okigbo, P.A. (1985). The history of Advertising in Nigeria: Enugu, Nwamife Publications

 

Roderick, W. (1980).Advertising: what it is and how to do it: Survey –  Rutledge, London.

 

Sandage, C. &Fryburger, V. (1963). Advertising: Theory and practice: Homewood, London.

 

Wright, J. (2000).Advertising: Bloomington, Indiana University Press.

 

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Paper Information

Format:ms word
Chapter:1-5
Pages:46
Attribute:Questionnaire, Data Analysis
Price:₦3,000
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