Flexibility of the Language of Billboard Advertisements in Nigeria
- May 14, 2018
- Posted by: RSIS
- Category: Language and Literature
International Journal of Research and Innovation in Social Science (IJRISS) | Volume II, Issue IV, April 2018 | ISSN 2454-6186
Flexibility of the Language of Billboard Advertisements in Nigeria
Ojo George Adekunle
Ph.D, Department of English and Literary Studies, Ekiti State University, Ado-Ekiti, Nigeria
Abstract: – This study is on the pliability of language as it is being used in advertisement in Nigeria. The paper has explored what may be regarded as the style of English Language through manipulation to achieve its usage in advertisement. Data for the study were collected from five bill boards positioned at strategic places on highways in Nigeria. The analysis of the data showed generally that language of advertisement is not restricted to the novel sentences we use alone but evident in lexical formation. It also revealed that manufacturers invest more in advertisement as one of the best marketing strategies.
Key Words: Billboard, Advertisement, Language, Communication, Consumers.
I. INTRODUCTION
Communication is one of the important features of human life. Language is used as a means of communication between individuals. Language is seen as a typical attribute of human beings only. Indeed it has a primary role in communication is indisputable in the affairs of man. From societal viewpoint, communication is a social interaction: this cannot be ruled out as part of human culture. Therefore, James et al (2004:2) describe communication “as any means by which a thought is transferred from one person to another”. The world we live is so complex; hence, civilization remains impracticable without communication. Eyre (1997:4) says “communication is the transfer of thought or a message to another party, so that it can be understood and acted upon”.
Advertisement as a form of communication, is one of the oldest professions in the world, in fact, it is as old as humanity. This is because it has its origin with buying and selling of products. Advertisement could be traced to 3200BC; this was when the Egyptians cut-out inscriptions of the names of languages written on the temples built. They later wrote run-away slaves announcements on Papyrus. Sign boards were placed outside doors in Greece and Egypt around 1500BC (Elliot 1962). Perhaps, the most important event in history of advertisement was the printing of the Gutenberg Bible; about 1450 to 1455 A.D. (Berg 1980). Advertisement is a vital instrument used by advertisers to influence the behaviour of the consumer at the point of purchase. Daniyan (2005:3) opines that “advertisement is about communication, it is not about using grammatical correct statements, but statements that quickly and easily makes meaning to the consumer”.
