A STUDY OF LANGUAGE OF ADVERTISEMENT

Advertising is one of the means through which marketers or manufacturers
convince buyers to patronize their products. It involves the dissemination of
information about products, services, ideas e.g from advertisers to the public
in a short time and space. There are different kinds of advertising but this
research work will focus on retail advertising. This work examines the
meaning and features of advertising and by using the descriptive approach.
Audio tapes were collected from selected media stations and were
transcribed and analysed. Data were drawn from both English and Igbo
advertisement. The researcher endeavoured to highlight the choice of words
used in the advertisement. The imageries and figurative expressions of the
selected advertisements were also discussed. The study tried to account for
the reasons and meanings of some grammatical expressions in the selected
radio advertisements. In advertising specialized terminologies enable
advertisers to sell the products, services, or ideas being advertised to the
public. Advertising has its peculiar linguistic devices which are used to get
the attention of the audience to patronize the advertised products. It has
preference for short and condensed sentences, as well as catchy phrases and
sentence fragments.

BY ANOZIE MARTINA NNENNA, DEPARTMENT OF LINGUISTICS, FACULTY OF ARTS, NNAMDI AZIKIWE UNIVERSITY, AWKA. IN PARTIAL FULFILLMENT FOR THE AWARD OF MASTER OF ARTS DEGREE IN LINGUISTICS