TABLE OF CONTENTS.
CHAPTER ONE
INTRODUCTION
1.1 BACKGROUND TO THE STUDY
1.2 STATEMENT OF PROBLEM
1.3 RESEARCH QUESTIONS
1.4 RESEARCH OBJECTIVES
1.5 SIGNIFICANCE OF THE STUDY
1.6 SCOPE OF THE STUDY
1.7 DEFINITION OF KEY TERMS
CHAPTER TWO
2.0
LITERATURE REVIEW AND THEORETICAL FRAMWORK
2.1
INTRODUCTION
2.2
THE CONCEPT OF LANGUAGE
2.3
THE CONCEPT OF ADVERTISING
2.3.1
THE LANGUAGE OF NEWSPAPER ADVERTISEMENT
2.4
REVIEW OF EMPIRICAL STUDIES
CHAPTER
THREE
METHODOLOGY
3.1
INTRODUCTION
3.2
RESEARCH DESIGN
3.3
POPULATION OF THE STUDY
3.5
SAMPLING TECHNIQUE(S)
3.6
SAMPLE SIZE
3.7
DATA COLLECTION INSTRUMENT
3.8
DATA ANALYSIS
CHAPTER FOUR
DATA ANALYSIS, PRESENTATION AND INTERPRETATION
4.1 Introduction
CHAPTER FIVE
SUMMARY,
CONCLUSION AND RECOMMENDATION
5.1 Summary of the study
5.2 Conclusion
5.3 Recommendations
5.4 Limitation
5.5 Suggestions for further studies
BIBLIOGRAPHY
APPENDIX
QUESTIONNAIRE
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.
1.3 RESEARCH QUESTIONS
1.
What is the level
of readership of Vanguard among Kwara State University undergraduates?
2.
To what extent the
language of advertising influences readers’ attraction towards vanguard
newspaper?
3.
What is the
direction of the language of Advertisement in Vanguard Newspaper?
1.4 RESEARCH OBJECTIVES
1.
To ascertain the
level of readership of Vanguard newspaper among Kwara State University
undergraduates.
2.
To know if the
language of advertising influences reader’s attraction towards Vanguard
newspaper.
3.
To establish the
direction of the language of advertisement in Vanguard newspaper.
1.5 SIGNIFICANCE
OF THE STUDY
The study is
significant as it would establish the perception of readers’ regarding the
language of advertisement of Newspaper, which would give a pointer on how
advertisers could possibly improve the tone and the direction of the language
used.
Furthermore, this
work would serve as a point of reference for other future researchers’ who
would want to build on this study.
1.6 SCOPE OF THE STUDY
The scope of the
study was limited to Vanguard newspaper readers in Kwara state university.
1.7 DEFINITION OF KEY TERMS
Perception: Perception
is the recognition and interpretation of sensory information (Williams, 2017).
In this study, perception refers to the internal assessment of readers towards
the language of advertising which could be positive or negative.
Language: Newspaper
language is a combination of different stylistic features, a mixture of several
kinds of materials (van Dijk, 1988; Juhani, 2008).
Newspaper Advertisement: These are advertisements of product, services and
organization done inside the newspaper, which varies in size, placement and
depth.
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