The
main goal of advertisement is to inform the audience about existence or quality
of certain products, services, or ideas and influence them to patronize them.
In order to reach the target of the audience, the language used in advertising
a product must be accessible to the audience both in terms of code and style.
This work examines the use of Igbo language in advertising goods and services,
particularly those targeted at Igbo consumers. It is the thesis of this study
that advertising in a language that is most accessible to the product
end/target consumers is more effective, hence ideal. The work uses samples of
adverts collected from the electronic and print media in the south eastern
Nigeria, where Igbo language is domicile. Combining both qualitative and
quantitative method of analysis, the work attempts to determine the extent to
which consumers are influenced or persuaded into patronizing goods, based on
whether Igbo or English language is used as a medium of advertisement. The
findings show overwhelming evidence that most consumers get more hooked to a
product whose advertisement conveys affinity with them through language. It is
therefore suggested that more of local linguistic contents be explored in
advertising goods to the local populace. The Igbo language is most effective as
the language of advertisement in the Igbo area.
TABLE OF CONTENTS
TITLE i
APPROVAL iii
CERTIFICATION iv
DEDICATION v
ACKNOWLEDGEMENTS vi
ABSTRACT viii
TABLE OF
CONTENTS ix
CHAPTER ONE: INTRODUCTION 1
1.1 Background
of the Study 1
1.2 Statement
of the Problem 2
1.3 Purpose
of the Study 3
1.4 Research
Questions 3
1.5 Significance
of the Study 3
1.6 Scope
of the Study 4
1.7 Limitation of the Study 4
CHAPTER TWO: LITERATURE
REVIEW 5
2.1 Theoretical
Review 5
2.1.1 Language
and Pragmatist Information Dissemination 5
2.1.2
Language of Advertisement and
Communication 8
2.1.3 Basic
Styles In Advertising 11
2.1.3.1 Print
Advertising 11
2.1.3.2 Newspaper Advertising 12
2.1.3.3 Magazine
Advertising 12
2.1.3.4 Television
Advertising 13
2.1.3.5 Radio
Advertising 13
2.1.3.6 Outdoor
Advertising 14
2.1.4 The
Phonology Of Advertising 14
2.1.4.1 Alliteration 15
2.1.4.2 Repetition 15
2.1.4.3 Rhyme 16
2.1.4.4 Onomatopoeia 16
2.1.5
The
Morphology of Advertising 16
2.1.5.1 Blending 16
2.1.5.2 Acronyms 17
2.1.6 The
Syntax Of Advertising 17
2.1.6.1 Interrogatives 18
2.1.6.2 Deixis 18
2.1.7 The
Semantics Of Advertising 18
2.1.7.1 Pun 19
2.1.7.2 Metaphor 19
2.1.7.3 Cliches 20
2.2 Empirical
Studies 21
2.2.1 Linguistic
Features Of Advertising In Igbo Language 21
2.2.2 Analysis
Of The Language Of The Above Advertisement 23
2.3 Summary
of Literature Review 24
CHAPTER THREE: RESEARCH
METHODOLOGY 26
3.0 Introduction 26
3.1 Research
design 26
3.2 Area
of the Study 26
3.3
Population
of the Study 27
3.4 Sample
and Sample Techniques 27
3.5 Instruments
for Data Collection 27
3.6
Validation
of Instruments 27
3.7
Administration
Of Instruments 27
3.8 Method of Data Collection And
Analysis 28
CHAPTER FOUR: DATA
PRESENTATION AND ANALYSIS 29
4.0.
Preamble 29
4.1.
Presentation
And Analysis Of Responses 29
4.1.1.
A Demographic Feature of the
Respondents 29
4.2.
To What Extent is it Important to
Advertise Products in Igbo language in an Igbo speaking environment. 30
4.3.
Reason Why Advertisers Avoid
Advertising with Igbo 32
4.4 Problems
Encountered By Advertisers as it Affects Advertising. 36
4.5: Ways
of Encouraging and Improving Advertising In Igbo 38
CHAPTER FIVE: SUMMARY,
FINDINGS, CONCLUSION AND RECOMMENDATIONS 41
5.1.
Summary 41
5.2.
Findings 42
5.2.1.
On the importance of advertising in
Igbo: 43
5.2.2.
On the reason for Avoiding Igbo
Advert, we found out that: 43
5.2.3.
On the Problems Encountered By
Advertisers i0n Advertising in Igbo 43
5.2.4.
On How to Encourage Adverts in Igbo. 43
5.3 Conclusion 44
5.3 Recommendations 45
APPENDIX 47
REFERENCES 50
Advertising is drawing attention to
goods and services for the purpose of attracting patronage. The basic aim of
the advertiser according to Ebeze (2003) is to sell. Its effectiveness is
therefore measured in terms of the volumes of sales it is able to attract or
record. To be effective, advertising is expected to be able to attract
attention, arouse interests, create a desire and motivate action (Umeogu 2013).
When this is the case, the advertisement is said to be persuasive or effective.
Advertising persuasion is rated
based on many factors but ultimately language is central to all these factors
(Shrimp 2000:3). This is supported by his idea that “of all the elements that
characterize a social group and distinguished it from other groups, whether in
arts, music, dance, attitude and beliefs, festival behavior etc, the most
central is language”. What this means is that the use of an indigenous language
is highly necessitated by its indispensability and importance in advertising if
a truly effective communication is to take place.
According to Goddart (2002), advertising
permeates our daily lives. It has become so ubiquitous that it is generally
believed that no product can survive the competitiveness of market forces
without it.
Udemmadu (2013) observed that many of the
advertisements in Nigeria are done in a foreign language – English which makes
them actually alienating. Consequently, the value and essence of the message is
hidden from the majority of the target audience. This is because the populace
at large has various indigenous languages as their mother tongues. Essentially,
there are about 521 indigenous languages spoken in Nigeria (Udemmadu 2013).
However, this research work is narrowed to the use of Igbo language which is
one of the major languages spoken in Nigeria.
The Igbo language is one of the three major
languages in Nigeria. The native Igbo speaking states include: Abia, Anambra,
Ebonyi, Enugu, and Imo. Traces of the Igbo culture and language could also be
seen in Cross River, Akwa Ibom, Rivers and Delta States (Udemmadu 2013).
According to Umeogu (2013), the languages of communication in the igbo speaking
cities are mainly Igbo and English. However, English language has been given a
pride of place in the media houses in Nigeria to the detriment of indigenous
languages like Igbo despite the fact that the recipients of the advertisements
are chiefly indigenous users.
Most
broadcasters and advertisers tend to use the English language in advertising and
broadcasting of products notwithstanding that majority of the indigenes make
use of the Igbo language in their daily communications in eastern Nigeria.
Again, most television and radio stations do not make proper use of the Igbo language
in advertising. Thus, the media houses are guilty of poor communication in Igbo
language. Udemmadu (2013) observed that even marketers who prefer to sell their
products themselves end up using English language in their advertising. Since
majority of the populace are Igbo speakers, the use of foreign languages in
advertising will not yield the desired results. Mbagwu (2008) opines that the
use of foreign languages in advertising to an audience whose medium of
communication is Igbo language invariably leads to the distortion of
information thereby thwarting the promotion of sales.
Finally,
the few radio and television stations which advertise with the Igbo language rarely
pay attention to how fluent the broadcasters and editors are in Igbo language.
Competency of language is imperative here for effective communication (Ogwezzy,
2006). Okunna (1999) avers that the economic function of communication is that
it brings buyers and sellers together. Thus if the message is not well
understood, then advertising as ‘advertere’ (To turn the mind toward) cannot
achieve its purpose of turning any mind towards a product or service.
The purpose of this study is to:
1.
To determine the importance of advertising
in Igbo language.
2.
Examine why advertisers sometimes avoid
advertising in Igbo.
3.
Examine the problems posed by the use of Igbo
language in advertising.
4.
Suggest ways of encouraging and improving
advert in Igbo.
1.
Why do advertisers avoid advertising products
in Igbo?
2.
What are the possible problems encountered
in advertising with Igbo?
3.
In what ways could advertising in Igbo be
encouraged and improved?
This study will help advertising
companies, marketers, government and customers to know the importance of
advertising in Igbo. Thus, advertisers who wish to make more sales and
promotion in Eastern Nigeria should make use of the findings of this work. For
the consumers, they would be able to get the right information, and enhance
sales of products and services.
This study will help the general
public to understand the intended information from the media houses and also
help the wider public to know the available products on sale.
Lastly,
Igbo language stands to be promoted and re-valued by its users. This promotion
invariably entails the promotion of the people’s economic value, in this way
the people stand to get better products and services. They would therefore not
be misled by the barriers of poor communication of the foreign language.
This study covers the use of the
electronic media which includes television and radio and the print media which
include newspapers and magazine adverts in advertising products and services in
eastern Nigeria for the Igbo people. The justification for this is that the
samplings of both forms of advertisement are more available and also
fashionable among advertisers in Igbo land.
This research covers specifically
only the standard variety of Igbo. It therefore excludes the use of manifold Igbo
dialects. The justification for this is for the purpose of the study to remain
clearly in focus since any attempt to include them would derail this purpose.
This study has challenging
limitations. The many dialects of the language to whose patronage the users of Igbo
language are divided and preferred are not used in advertisements. This study
addresses its concern only in the nuance of the standard Igbo which everyone
understands perfectly.
This limitation is crucial as it
will hamper the effectiveness of advertising in Igbo language. The preference
of the use of standard Igbo in the midst of other dialects would lead to the
desired results of the advertisement for the advertisers than it would be if
the recipients of the advertisement are addressed in their respective local
dialects.
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