TABLE
OF CONTENTS
CHAPTER ONE
1.1 Background to the Study
1.2
Statement of Research Problems
1.3 Research Objectives
1.4 Scope of Study
1.5 Methodology and Theoretical Framework
1.6 Significance of the Study
CHAPTER TWO
LITERATURE REVIEW
2.1 Introduction
2.2
Advertising
2.3 History of Advertising in Nigeria
2.4 Criticisms of Advertising
2.5 Broadcast
Media: An Advertisement Tool
2.6
Language
2.7 The Language of Advertising
2.8
Semantics
2.9 Stylistics
2.10 Stylistics as an
Interdisciplinary Field
2.11 Conclusion
CHAPETER
THREE
RESEARCH
METHODOLOGY
3.1 Introduction
3.2 Sources
of Data
3.3 Procedure for Data Selection
3.4 Theoretical Framework
3.5 Conclusion
CHAPTER
FOUR
PRESENTATION
AND ANALYSIS OF DATA
4.1 Introduction
4.2 Presentation
of Data
4.3 Method
of Data Analysis
4.4 Analysis
of Data
4.5 Conclusion
CHAPTER
FIVE
SUMMARY
OF FINDINGS, RECOMMENDATIONS AND CONCLUSION
5.1 Introduction
5.2 Research
Findings
5.3 Contributions
to Knowledge
5.4 Recommendations
5.5 Conclusion
BIBLIOGRAPHY
CHAPTER ONE
1.1 BACKGROUND TO THE STUDY
The study of language, which constitutes
the underlying platform for this research work, is one concept which has defied
all forms of easy definition as is done in all other concepts of life. The use
of language is what distinguishes man from the monkey, the baboon, the ape and
other higher animals; hence it is purely human. Language is the one significant
factor of man's social existence. It defines and interprets his life in every
situation. It gives meaning to his different engagements and involvements. Without
language, man will be no different from other subhuman animals. In
affirmation, Ohigbodi Babayide (2000:182) explains that the fact that man
expresses his feelings and his thoughts in language is the one hard difference
between man and those other lower animals. The most reliable form of
communication by human beings, therefore, is the use of language.
Language, as a concept in academic
endeavour, has certain features and functions peculiar to it. These features
range from arbitrariness, system-based, culture dependence, dynamism to
creativity and productivity. For the purpose of this research, the last
characteristic feature of language listed will be briefly discussed. Creativity
and productivity constitute another significant characteristic of language.
Despite the fact that language is system-based, having laid down rules that
govern the use of any language, yet its skilful users possess the potential and
license to manipulate and coin language to suit some personal purpose and to
create some desired effect or impact on its listener(s) or the reader(s). This
creativity that the use of language offers will be properly discussed and analyzed
in the core of this research work. Language also has certain functions which it
achieves in the course of its usage. The functions of language have been
clearly grouped into these four: information, education, persuasion, diagonal
interaction. More emphasis will also be placed on the function of persuasion
here as it has more connection with this research work. Here, language is used
by a speaker in a way as to convince a listener or reader that a particular
idea, goal, or line of action is the best among several alternatives; using in
most cases, emotionally appealing language capable of swaying people's
thinking. This particular function of language is one that is well known to be
employed by advertisers. As a persuasive tool designed to control people's
thinking, loaded language, which entails the use of certain words in passing
across a speaker's opinion with a view to influencing the listener fn the same
vein, essentially appeals to emotions rather than intellect.
The sole aim of using language is to
communicate; and it is these means and methods of communication, specifically
in the field of advertising, using language (verbal and non-verbal / linguistic
and non-linguistic) that this research work is centered on. Language serves as
the vehicle of communication. This research work will also focus on the
linguistic features used in communicating through adverts. As a result, it is
necessary to outline what is regarded as.’linguistic features. A quote from one
of Shakespeare's works, Winter's Tale, goes thus: "There -vas
speech in their dumbness, language in their very gesture". Language cannot
and should not be restricted to the narrow etymological definition as that
which is produced by the human vocal organs and received by the hearing
apparatus.
In the past when literacy or semi-literacy
was largely prevalent, the use of signs and symbols were quite rampant especially
to drivers on the highways. A round disc with a cross represented one
approaching a rail-road crossing, a
diamond-shaped sign told one to slow down, a square sign signified a zone of
school children, etc. Other symbols of colour also abounded such as the red,
green and yellow lights for stop or danger, safety or go, and slow
respectively. The blinking light for caution is also another. All these also
represented the non-linguistic systems of communication. Of note also in these
non-linguistic systems of communication is the use of the non-verbal clues.
Rudolph F. and Kathleen S. Verderber have, in their book, "Communicate!”
identified four kinds of Body Motions or Kinesics used to communicate. They
include eye contact, facial expressions, gestures, and postures. There are also
four characteristics under Paralanguage/Vocalics that help to influence and
convey meaning in our messages: pitch, volume, rate, quality.
Using advertising as the chosen field for
the analysis of language, linguistic and non-linguistic, it only highlights its
strong connection with language. By no mean standards, "a well-strategised
advert" is a function of a proper mix of creative ideas and an
appropriate, apt use of language. To be noted here is the fact that the "language"
used here goes beyond mere information to persuasion so as to help to achieve
the intended result of the advertiser as one of the language functions in
communicating. In the same vein, advertising language as will be discussed in
this study has its peculiar forms, formations and coinages. A few examples
include: Beanz Meanz Heinz, Cookability, Schweppervescence, Tangoed,
Wonderfuel. Syntactic parallelisms like: stay dry, stay happy. Associations
like: fresh as a mountain stream. Other glamorisations include charming,
characterful, oldeworld, unique. A host of others will be outlined in detail
later. Generally speaking, advertising language is more of persuasion rather
than mere information. As Leo Brunette quoted, advertising far transcends the
purpose of information to that of persuasion.
A survey of some texts from advertising will reveal that the
examples of words, phrases or constructions are truly different from the
varieties encountered on a daily basis. This exercise and more will be carried
out in the course of this research paper. In doing this, emphasis will be
placed on:
• Certain words and expressions used in
adverts such as clean, klin, freshmatic, better, sure, now, hurry, introducing,
suddenly, etc.
• How meaning is achieved (semantics)
• Role of linguistic features in adverts
1.2 STATEMENT OF RESEARCH PROBLEMS
The power of language in certain
advertisements cannot be over-emphasized. Language in its verbal and non-verbal
form, when properly combined usually helps in the achievement of the intended
goal on its listeners or readers. Few of the reasons which have been identified
in the use of language as limitations or shortcomings of the adverts include
the following:
•
Inappropriate choice of words
•
Lack of creativity in language
•
More imperative than interrogative
•
Improper orientation on the value of advertising
1.3 RESEARCH OBJECTIVES
These objectives are:
• To highlight the peculiar use of language
in adverts
· To
acknowledge the presence of style even in advertisement
• To
explore the various stylistic features employed in these adverts that help to
actualize meaning
• To show how certain features such as signs,
miming, drama(micro or macro) that are employed in adverts are significant and
symbolic in the actualization of meaning
·
To ascertain the differences, if any, in adverts that concern a
certain age grade.
1.4 SCOPE OF STUDY
The scope of this research shall be to
examine semantically and, the lexis used in the selected household adverts
aired in television media houses in Nigeria. This research will study language
at the semantic level, examine the
different kinds of words used in advertising, especially in the broadcast
media. This research will also examine the use of the English language as
the language of communication and
advertising especially in Nigeria with her diverse culture and language
differences. The analysis of the advertisement text may not be fully
appreciated if one leaves out the stylistics import of other non-linguistic
features of the adverts. The para-linguistic features are also another
embodiment of meaning. It employs concepts
like dance, mime, facial expressions, body gestures, etc.
To achieve this, premium will be placed on
the broadcast advertisements of selected consumer goods. They include Milo, Indomie,
Amstel Malta, Bournvita, Peak milk, Maltina and many others.
1.5 METHODOLOGY AND THEORETICAL FRAMEWORK
The aim of this work is to study the
effect of language style in adverts. To accomplish this task, the researcher
would test the hypothesis through a certain means known as Media Monitoring.
This methodology is also known as Content Analysis. Since the media is the
major source of data for this research work, certain media stations are being
monitored and critically followed so as to be able to get its content which
will then be further subjected to a thorough analysis. This methodology also
enables the analysis to be done rather subjectively, i.e. the subjective
analytical mode.
Certain theories will be used as a guide in the analysis of the
data. The specific aspect of language which is semantics is the guiding theory.
A particular theory of meaning in semantics has been chosen to explain in an
explicit way the nature of meaning. This theory is the Referential Theory of
Meaning.
1.6 SIGNIFICANCE OF THE STUDY
The overwhelming effect of the persuasive
language used in advertising on people and their desires and beliefs cannot be
over-emphasized. Advertising, in its bid to project a good image before its
listeners usually tries too hard to impress, has always proved an effective
tool in all areas of human endeavour.
The significance of this study, therefore,
is to highlight the importance and influence of certain choice of words and
expressions in aiding the goal of advertising on people.
1.
THE
ANALYSIS OF ERRORS IN THE STUDENTS WRITTEN ESSAY OF SECONDARY SCHOOLS LEVEL
2.
THE
EFFECT OF PHONETIC AND PHONOLOGY ON COMMUNICATION OR LANGUAGE USE OF
UNDERGRADUATES
3. TEACHERS’ STRESS AS A FACTOR CONTRIBUTING TO THE MASS FAILURE OF
STUDENTS IN ORAL ENGLISH LANGUAGE (A CASE STUDY OF SOME SELECTED SECONDARY SCHOOLS IN MUSHIN LOCAL
GOVERNMENT AREA OF LAGOS
The outcome of this study, after critical investigation, would
prove an invaluable source of information for students and scholars hoping to
broaden their horizon of knowledge and also to expand and explore the deep
terrains in the theory of semantics, even in this aspect of advertising.
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