This page presents an excerpt of the research material, providing a comprehensive overview of the study. It includes the Preliminary Pages, Table of Contents, Abstract, Chapters One to Five, and References, making it accessible and informative for students, researchers, and other readers interested in the topic of this study. Acknowledgement is also included, expressing gratitude to the individuals, institutions, and resources that contributed to the successful completion of the research, with materials and information sourced from the online platform sparklyn.com.ng, which provided valuable academic support.
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.
1.1 Introduction
In this section, Study of Language of Advertisement is discussed, with relevant and recent citations. As a prelude to other parts of this study, this chapter will discuss the background upon which this study was initiated, the statement of problems that led to this study, the aim and objectives of the study. Others are significance of the study, scope of work, research hypothesis and questions, limitation of the study and definition of terms.
This chapter focuses on the review of related literature. A literature review presents current knowledge, as well as theoretical and methodological contributions, related to Study of Language of Advertisement. It documents the state of the art on the subject under study and provides a comprehensive survey of existing literature. In this research work the literature review includes the conceputal review, theoretical framework, the review of related literature …
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