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 IN PARTIAL FULFILLMENT FOR THE AWARD OF MASTER OF ARTS DEGREE IN LINGUISTICS, SEPTEMBER, 2010.