A Pragmatic Study of the Interface Between Informativeness and Conciseness in the Language of Advertisement of the Nigerian Print Media

A Pragmatic Study of the Interface Between Informativeness and Conciseness in the Language of Advertisement of the Nigerian Print Media

Project / Seminar Material
Reference ID: PS-10497-TM

DEDICATION

This research material titled “A Pragmatic Study of the Interface Between Informativeness and Conciseness in the Language of Advertisement of the Nigerian Print Media” is dedicated to God for his enabling grace, and to all computer enthusiasts who contributed to make life a pleasant experience during my research documentation.

ACKNOWLEDGEMENT

I extend my sincere gratitude to all those who contributed to the completion of this project. Special thanks to my Supervisor (Name of your Supervisor), the Head of Department (Name of your HOD), the Lecturers in the department of English Language, Book Authors and Profound Scholars of existing or related project material on “A Pragmatic Study of the Interface Between Informativeness and Conciseness in the Language of Advertisement of the Nigerian Print Media” for their invaluable guidance, support, and expertise throughout the journey.

I am also grateful to your study area (mention any funding organizations, if applicable) for their financial assistance. This research would not have been possible without the encouragement and assistance of some stakeholders (mention any mentors, teachers, or colleagues). Additionally, I would like to acknowledge the understanding and patience of my family and friends during this endeavor. Your unwavering support has been a constant source of motivation. Thank you all for being part of this meaningful endeavor.

ABSTRACT

Language is the chief medium of communication used for all forms of social interaction, the most important of which is passing and receiving information and messages. Advertisement also a form of communication, relies on language to pass its message in order to attract consumers to what it is advertising. This study, which is a pragmatic analysis of the interface between informativeness and conciseness in the language of advertising of the print media, focuses on the informative content as well as the conciseness of the adverts. Information cues such as price, quality, nutrition, packaging availability etc are used to assess the informative content of the adverts. An advert that contains one or more of these cues, is regarded as informative.

The study also adopts Grice‟s cooperative principle to analyse the invisible meaning contained in the advertising slogans. The presence of hidden meaning from which readers are left to make inferences generates implicatures which readers derive, in order to make meaning out of the adverts. Fifty (50) adverts were selected and analysed. The findings reveal that, most advertising slogans are not informative in themselves. Readers have to rely on the additional information given, to fully understand the advert. Also revealed is that, an advertisement that seeks to be informative is not concise, while too an advert that seeks to be concise is not informative.

A Pragmatic Study of the Interface Between Informativeness and Conciseness in the Language of Advertisement of the Nigerian Print Media

CHAPTER ONE

Introduction

1.1 Background of the Study

The term „language‟ has a wide range of application. This has prompted several definitions by linguists focusing on the different aspects of language, such as the general concept of language, the formal features of language; phonology, grammar and semantics. Some linguists emphasize on the functions performed by language, while others have applied language figuratively to all forms of human behaviour, such as the languages of music, medicine, computer and theatre. The language of advertising falls into this group.

Languages have developed and are constituted in their present forms in order to meet the needs of communication in all its ramifications. Sapir (1921), in Crystal (1972:396) defines language as “a purely human and non-instinctive method of communicating ideas, emotions and desires by means of voluntarily produced symbols”. Language interacts with every other aspect of human life in society, and itcan be understood only if it is considered in relation to society. A language is both a working system of communication in the period and in the community wherein it is used.

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CHAPTER TWO

2.0 Literature Review

2.1 Introduction

This chapter focuses on the review of related literature. A literature review includes the current knowledge as well as theoretical and methodological contributions to a particular topic. It documents the state of the art with respect to the topic you are writing. It surveys the literature in the topic selected. In this research work the literature review includes the …

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