CHAPTER ONE

INTRODUCTION

1.1 Background of the Study

Advertising is a form of communication used to encourage or persuade an

audience (viewer, reader or listeners) to continue to take some new action. Most

commonly, the desired result is to influence consumers’ behavior with respect

to a commercial offering, although, political and ideological advertising is also

common. The purpose of advertising may also be to reassure employees or

shareholders that a company is viable or successful. Advertising messages are

usually paid for by sponsors and viewed via various traditional media: including

mass media such as: newspaper, magazines, television commercials, radio

advertisement, outdoor advertising or direct mail, or new media such as

websites and text-messages.

Advertising has been defined as “a powerful communication force and a vital

marketing tool helping to sell goods and services, images and ideas”…(Wright,

2003:8). Similarly, Roderick (1980:4) defines advertising as “a message

specified by its originator, carried by a communication system and intended to

influence and/or inform an unknown audience.” Advertising may also be seen

as “a group of activities aiming at and including dissemination of information in

any paid product or service to compel actions in accordance with the intent of

an identifiable sponsor” (Doughuge, 1985:8).

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Advertising has a long history, with some options tracing its origin to the story

of Adam, Eve and the serpent in the Bible (Okigbo, 1985:10 and Weffer,

1985:6). Wright (2000:4) however, opines that advertising started in ancient

Babylon at about 3000BC when inscription for an ointment dealer, a scribe and

a shoe maker were made on clay tablets. Sandage and Fryburger (1963) argue

that Egyptians first wrote runaway-slave announcements on papyrus at about

3200BC. In Africa, town crying and hawking were the earliest forms of

advertising. These have survived in many Nigerian villages till date. With

respect to media advertising, which is the focus of this paper Sandage and

Fryburger (cited in Okeke, 2006:24) suggest that the first media advertising was

done in London in 1477 when a prayer book was announced for sale, while the

first newspaper advertising appeared in the Boston Newsletter in 1704

The print media came into Nigeria in 1859 with the appearance of a Yoruba

language newspaper “IweIroyin” published by Reverend Henry Townsend at

Abeokuta. The publication carried an advert in form of an announcement for the

Anglican Church.

1.2 Statement of the Problem

It is noteworthy that the earliest forms of newspaper advertising were crude and

unsophisticated. But they not only help the local merchants to sell of his goods,

or services, but also set a pace for the modern methods of advertising, which

have over a long period of time undergone tremendous changes such that today,

a lot can be written on the language of advertising in Nigeria. This is possible

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because advertising has become more professional, involving copywriters who

exploit all the available linguistic devices to make their adverts not only

persuasive, but also aesthetically appealing. This paper therefore, attempts a

linguistic analysis of the language of newspaper advertising in Nigeria,

highlighting the phonological, morphological, syntactic and semantic features

that makes them attractive and persuasive.

1.3 Objectives of the Study

The study sought to survey the language of newspaper advertisement.

Specifically, the study sought to;

1. To know how to construct adverts to attract readers or viewers.

2. To be able to distinguish the terminology to use in different adverts.

3. To be able to determine the right choice of language used in newspaper

advertisement.

4. To understand the need for long or short newspaper adverts.

1.4 Research Questions

The following will help guide the research study in achieving its

objectives:

1. What makes you stop and look at the adverts?

2. What kind of adverts do you place on newspapers?

3. What kind of caption should be given to adverts?

4. What kind of message should be driven out through advertisement?

5. Should adverts be short or lengthy?

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1.6 Significance of the Study

This study will be able to unveil some of those hidden facts about the use and

choice of languages used in newspaper advertisements, and also bring about a

more refined advert outputs. This research study will highly relevant to the

readers, and especially to the world of journalism in the way and manner in

which adverts are to be constructed and be placed on newspapers for public

consumption.

The study will also help to ensure that the choices of languages of newspaper

adverts are properly selected so that those who pay for the adverts will be

satisfied with the publications, and that the readers’ attention will be captured at

the sight of such adverts.

1.7 Scope/Limitations of the Study

The coverage of the study includes all major aspect of survey of the language of

newspaper advertisement. However, the study is limited to the Vanguard

Newspaper. Obviously, there are other newspaper agencies in Nigeria but the

researcher has chosen the Vanguard newspaper to undertake her research work.

It is expected that all data necessary for the research are collected within the

Vanguard newspaper.

1.8 Definition of Terms

Advertisement: A notice or announcement in a public medium

promoting a product, service, or event or publicizing a job vacancy.

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Newspaper: A printed publication (usually issued daily or weekly)

consisting of folded unstapled sheets and containing news, articles,

advertisements, and correspondence.

Language: The method of human communication, either spoken or

written, consisting of the use of words in a structured and conventional

way.

Pragmatic: This has to do with matters of fact or practical affairs often to

the exclusion of intellectual or artistic matters; practical as opposed to

idealistic.

Analysis: It has to do with a detailed examination of anything complex in

in order to understand its nature or to determine its essential features; a

thorough study.

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 CHAPTER TWO
REVIEW OF RELATED LITERATURE

2.1 INTRODUCTION

This chapter gives an insight into various studies conducted by outstanding

researchers, as well as explained terminologies with regards to the language of
newspaper advertisement. The chapter also gives a resume of the history and
present status of the problem delineated by a concise review of previous studies
into closely related problems.

2.2 THEORETICAL FRAMEWORK

The theoretical framework for this study is stylistic criticism. The immediate

goal of stylistics is to evaluate the dialectical relationship between the ‘how’

and ‘why’ of a text (Osundare, 2003, p. 34). Young (1969) as cited by

(Osundare) sees stylistics as a ‘pre-critical activity’ (2003, p. 34) which is

basically concerned with a clinical analysis of how language works. This theory

enhances the analysis of language use at defined levels of phonology, grammar,

graphology, lexis etc. It further advocates choice as very paramount because

choice itself goes beyond the surface structural appearances of style to the

creative deep dynamics and imperatives of style option. It is important to

observe that the writer’s medium, language is a shared social activity and at the

same time culture nourishes language. This means that the writer’s options are

made for him by culture in which his subject matter is rooted, and the language

he employs in articulating it. Traugott and Pratt (1980, p. 29) also share in this

view when they assert that language is the sum total of the structures available
6
to the speaker and style concerns the characteristic choices in a given society.

Halliday (1978) from a systemic perspective on language declared that all

choices or options are embedded in the language system which is a network of

options from all functions of language. This work draws from this theory by

demonstrating how the advertisers bend the rules of language, explore the

loophole in the language system; widen or stretch the language by their choices

to achieve their aims and objectives after all language users have severally

ignored some choices forced on them by substituting their choices and

deliberately their styles.

The language of advertising, like every other field or discipline, has a language

of its own, very often it does not follow the grammar or logical rules of the

everyday language. It is a kind of language that functions and familiarizes itself

with the context in which it is used. Disciplines such as law, Journalism, Arts

and Humanities etc have kinds of languages peculiar to them such that the

linguistic features employed directs one to know the field that such language

use belongs. This clearly shows the inevitable power of language and its

capacity to influence people and their behaviours. This is also true in the field of

advertising where the choice of language affects the way messages are

composed and conveyed; and the way of possible inflections and usages that

language lend itself to. This paper therefore is set out to investigate the language

of advertising in the Nation newspaper and Newswatch magazine. Advertising

of products and article publications are both different aspects of journalism.

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Sometime ago, analysis was carried out on articles of Adegulugbe’s ‘St

Valentine’s Day: The Nigerian Way’ and Ekunkunbor’s ‘Much ado about

Valentine’ from Punch and Vanguard newspapers of February 10, 2008’.

Application of stylistic tools revealed differences between the two texts written

by different authors in language use and organization notwithstanding the fact

that the subject matter was the same. Other discoveries were differences in the

system of writing, paragraphing, spacing, capitalization, punctuation and even

font size. Grammatically, both texts exhibited structural and functional sentence

types; however, complex and declarative sentence types were highly significant.

Semantically too the lexical choices contained few unique usages. This

explanation so far shows that language can be put to several uses and quite

interesting discoveries could be recorded no matter the number of times a

research is carried out on a particular field as it is the case with the work

mentioned above and the one in this study. The language of advertising

normally is very positive and emphasizes why one product stands out in

comparison with another. It could be assessed from different areas of stylistic

analysis such as: to compare and contrast language use in select newspaper and

magazine; discover what linguistic features are used and why these linguistic

features are used instead of others. Precisely, this paper evaluates the manner in

which language is used graphologically and lexically to achieve certain

objectives and goals in the field of journalism particularly in advertising.

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The beauty of language and its versatility in performing unlimited functions

deserves attention here that is why this study takes an evaluative assessment of

written language usage in Nations Newspaper and Newswatch Magazine

respectively. It identifies distinct peculiarities in the texts, examines the

relationships between the function that language serves, the rhetorical

operations that hold in both texts and the unique characteristics at the levels of

lexis and graphology. Considering the somewhat elaborate relevant discourse as

this, one believes that this work will certainly aid students to appreciate those

peculiar lexical items that characterize the language of advertising. Significantly

too, this work showcases how graphological features are employed to rouse the

interest of its consumers. In addition, it unravels the distinction between

language use in newspaper and magazines and ultimately serves as a reference

material to researchers in this area.

What is advertising supposed to do? A classic approach in the area of marketing

has defined three major functions of advertising: (l) awareness and knowledge,

related to information or ideas; (2) liking and preference, related to

favorable attitudes or feelings towards something; and (3) conviction and

purchase, related to actions (Lavidge & Steiner, 1961, p. 60). These three

advertising functions are related respectively to the traditional psychological

division of behavior into three dimensions: (1) the cognitive, intellectual or

rational one; (2) the emotional or affective component; and (3) the motivational

or striving state, associated with the tendency to treat objects as positive or

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negative goals (p. 60). Though the primary goal of advertising is to produce

sales, only one of the three major functions described is directly related to the

immediate action of selling. The other two functions—knowledge and

preference—could be useful to producing sales in the long-term, because

"ultimate consumers normally do not switch from disinterested individuals to

convinced purchasers in one instantaneous step" (p. 59). Rather, the purchase is

only the final stage of a process in which consumers go through a series of

steps. Consequently, advertising can be oriented to letting uninformed people

know about the launch of a new product/service or about what that

product/service offers; it can be designed to create favorable

attitudes or feelings towards a product/service and ultimately produce

a preference; or it can be conceived to convince informed people with favorable

attitudes and feelings toward the product/ service to buy it (p. 59).

This traditional, one-way linear approach to advertising has been challenged of

late. The traditional approach to advertising was based on the assumption that

the marketer sends out messages, hopes they are received, and the consumer is a

passive host "in a sanitary world where only the marketer's message is seen or

heard" (Schultz, Tannenbaum & Lauter-born, 1992, p. 110). In effect, the

traditional model ignored the impact of competitive messages and forms of

communication. "The greatest challenge to the model is that it is hypothetical

and, despite its acceptance, there is practically no scientific evidence that it

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correctly assesses the way the human responds to advertising or marketing

communication" (Schultz & Schultz, 2004, pp. 86-87).

The traditional approach to advertising was developed by researchers who had

little way of measuring the actual impact of their communications, at a time

when "markets were so diffused, channels so complex, and technology and

measurement instruments so crude that only broad approximations of behavior,

generally in a very aggregated form, were possible" (Schultz, et al, 1992, p.

110).

2.3 Advertising Effectiveness

In every stage, advertising effectiveness—the attention paid and the response to

ads by people exposed to them—can be affected by four groups of factors: a)

the characteristics of the ad; b) the characteristics of the receiver; c) the

situation-context-environment; and d) the peculiarities of the source-medium-

channel (De Pelsmacker, Geuens, & Anckaert, 2002).

Besides the characteristics of the specific ad and the receiver, the situation or

environment during the exposure to the ad may influence the receiver's response

to it. If a person is not able to pay enough attention to an ad because he is tired

or sick, he cannot be rightly exposed to it: "For example, when somebody starts

to talk to a person who is watching a television commercial, it will prevent him

or her from fully understanding the message" (De Pelsmacker et al., 2002).

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The peculiarities and nature of the source-medium-context of the message also

influence the response to the message and the attention it receives (Juntunen,

1995; Schumann & Thorson, 1990). These peculiarities are not only present at

the time of discriminating between different kinds of media, but also when

varying the aggregation or presentation of ads in one medium. In effect, the

language, appeal, and narrative of ads in print or on broadcasted outlets are

clearly different, but varying the aggregation and/or presentation of ads in the

same kind of media also can result in very different responses from the

receivers. Specifically, a different number, sequence, or placement of ads in one

medium might produce a very contrasting response from exposed individuals

(Aaker, Stayman, & Hagerty, 1986; Finn, 1988; Ha, 1996; Olsen, 1994; Pieters,

& De Klerk-Warmerdam, 1993). This influence of the source in advertising

effectiveness has been labeled as media context (De Pelsmacker et al., 2002,

p. 59).

The context of the ad—what is around an individual ad inside a medium—may

be more appropriate for certain types of advertising than for others (Derks &

Arora, 1993; Perry et al., 1997). It is not the same to display an ad combined

with others into clusters in a newspaper or in commercial blocks on television

or radio, than to present the same ad inserted into a news article with a

congruent context—e. g. an ad for suitcases next to a feature about traveling

(Maclnnis & Jaworski, 1989; Petty & Cacioppo, 1986).

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The congruence or contrast of the ad with its medium context—the close

environment of the ad—might alter advertising effectiveness. In this sense,

congruence between the message and its channel appears as a more convenient

approach than contrast, generating higher recall and better attitudes toward the

ad (De Pelsmacker et al., 2002). For instance, people reading a sports magazine

with a relaxed tone may be more willing to pay attention and recall a humorous

ad offering sports complements. It is believed that processing a message with a

style similar to that of the media context is easier, because both share common

knowledge structures (De Pelsmacker et al., 2002). "Ads that show elements

that are relevant to or congruent with the mood of a subject at that particular

moment may be accessed and processed more easily" (p. 50).

2.4 Newspapers as Advertising Vehicles

Newspapers have been advertising media for centuries. Indeed, newspapers and

magazines were the only major media available to advertisers for a long time

(Belch & Belch, 2012). Ninety years after the invention of the printing press by

Gutenberg —in around 1438— the first published ad appeared in a German

news flyer, announcing the miraculous benefits of a mysterious drug (Russell,

Lane & Kleppner, 1993). However, newspapers are no longer the primary

advertising vehicle in the United States. According to recent reports, US

newspapers are the fourth advertising channel, with a share of 10.2%, after

direct mail (26.2%), television (26.1%), and the digital/online format (14.3%)

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(Cross & McLeod, 2012). Spain follows a slightly different path. Newspapers

—with an 8.5% share— are behind direct mail and telemarketing (25%) and

television (18.5), but still ahead of the digital/online format (7.5%) (VV. AA.,

2013).

Advertising was once the major source of revenue for newspapers. On average,

between 70% and 80% of total newspaper revenue used to come from ads; the

rest came from the sale of copies at newsstands and subscriptions (Belch &

Belch, 2012; Mings & White, 2000). Thanks to this mix, the press was one of

the most successful businesses in the second half of the last century. Publishers

in the US enjoyed steady profit margins of more than 12% per year for decades.

These margins outscored those of other very successful industrial sectors, such

as pharmaceuticals (9%), chemicals (8%), and metallurgical products (7%)

(Picard, 2000).

Newspaper reading habits have changed, declining steadily since irruption of

the broadcast media, as consumers began to prefer radio and particularly

television as their primary source, not only for entertainment but also for

information (Belch & Belch, 2012). Later, the emergence of the Internet

accelerated the decline of the newspaper industry, which reached its full

maturity at the end of the last century. In recent years, the Internet has become

the first source of news, surpassing the print media (Pew Research Center for

the People & the Press, 2008).

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Today, readers do not seem to be willing to pay for print newspapers, because

they can get online sports, business, national and international news

commoditized and do not perceive enough of a difference to pay for something

they can get for free (Belch & Belch, 2012). The willingness to pay for news is

lower in the case of the online format. Different surveys show most people are

not inclined to pay for online news and would abandon those newspapers or

outlets that charge for articles or features (Chyi, 2005; Europe Media, 2002;

New Media Age, 2009; Price Water house Coopers, 2009).

As the Internet is now the first source of news for consumers, it has attracted

more and more advertisers. This explains why an Internet company such as

Google, founded 14 years ago, now makes more money from advertising than

the entire newspaper industry, which has been around for more than one

hundred years. In the first six months of 2012, Google's advertising revenues

reached $20.8 billion, while the entire US print media— newspapers and

magazines—generated $19.2 billion on print advertising (Richter, 2012).

Though the online offering of Google and other aggregators separately does not

replace the quality and informative extension of newspapers, it does replace

some of the individual components newspapers offer by providing a place for

commentary, supplying entertainment, forming communities and reporting on

specific issues. Each of these emerging competitors lacks something that is

fundamental to most newspaper companies, but, taken together, they have been

15
successful in competing with newspapers and destroying the informative

monopoly they once enjoyed (Anthony & Gilbert, 2006).

2.5 THE LANGUAGE OF NEWSPAPER ADVERTISEMENT

2.5.1 Lexical Features of Language Use

The study reveals that advertisers frequently use figurative expressions, the use

of simple diction, proper names and emotive expressions.

2.5.2 Use of Figurative Expressions

The use of figurative expressions is one of the unique characteristics of the

language of advertising in the Nation Newspapers and Newswatch Magazines.

As earlier established, one of the critics Genette (1982) who observes that a

rhetorical figure is an expression that deviates from expectation and occurs at

the level of form rather than content implies that a figure is an expression that

deviates from the norms of English grammar. Also, a figure according to

Genette is only understood by its form and not meaning. What this means is that

a figure cannot be understood outside the context of usage. Accordingly, in

order to understand how figurative expression feature in advertising in The

Nation Newspaper and Newswatch Magazines, it is important to present data

collected from these respective papers.

2.5.3 Figurative Expression in Advertising

When one is looking at an advertisement from the figurative viewpoint, one is

not looking at how individual words are used to convey their desired meaning

but how the inter-relatedness of one word to another has led to the meaning of
16
the entire expression. The implication of the above is that in figurative usages,

meanings are not derived from individual words but on how this individual

words have come together to give meaning to the entire expression. In other

words, meaning is derived from the environment of other words. In the data

“Easy recharge. Recharge to your heart’s desire”, the expression “heart’s

desire” is figuratively used. The expression does not mean a kind of heart that

desires something but is simply a figurative representation of the word “choice”

or “affordability” as can be chosen from the array of prices made available to

consumer. If the expression is to be used in simple terms it would appear thus

“Easy recharge. Recharge according to your choice or affordability”. Whenever

the expression “catch the vibes this holiday season” occurs, what comes to the

minds of the readers is a mental picture of a hand catching something as though

vibes were something physical. The expression’s ability to create imagery in the

minds of the readers is what makes the expression figurative. Perhaps the

simple way could have been “enjoy the funs and excitement this season”, but

there is a deviation from convention or norm; this is deliberately done to infuse

figurative elements in the entire expression. Figurative usages constitute a

recurrent decimal in the entertainment world and words are manipulated to fit

their context.

2.5.4 Use of Simple Diction

The use of simple diction in this context refers to the tendency of advertisers’

use of simple direct and familiar kind of language to communicate sense to the

17
potential customer/client. Below are data for the illustration of the advertisers’

diction.

One of the arguments put forward by critics about the language of advertising is

that the language must be simple to the understanding of an average audience.

Broom (1978, p. 28) argues that: The language of advertising is audience

oriented... this is because, notwithstanding the level of socialization and

learning of the advertiser he or she does not impose this on the listener rather

language that is transparent is used. Here Broom observes that the language of

advertising is characterized by the use of transparent or simple diction

irrespective of the advertiser’s level of education. The simplicity of the

language is so that the aim of the advertisement reaching out to a large number

of potential customers/client would not be defeated with the employment of

complex and opaque language. From the data presented, the language of

advertising in Newswatch Magazine and The Nation Newspaper are

characterized by the use of simple diction. For instance, in the advert “special

subscription offer save over...” the advertiser does not disguise the message

content by using metaphors or high sounding language, rather, simple dictions

like ‘save over’, ‘now out’, ‘lose’, ‘help stop’ are used for purpose of clarity.

The essence of using simple dictions, according to Broom (1978, p. 28 & 29), is

“...so that advertisement will not be boring to the listeners who expect first-hand

information”. Therefore, the research reveals that advertisers in Newswatch

Magazines and the Nation Newspaper make use of simple diction because they

18
do not want to bore their audience rather to expose the message content of the

advertisement to the society.

2.6 EMPIRICAL REVIEW

One of the assumptions held by proponents of stylistic criticism is that “style is

the way language is used with the aim of relating it to its artistic and aesthetic

function, crystal and Davy (1969, p. 28). The importance here is that wherever a

writer makes use of language, it is the function that determines the ‘style’.

Coulson, (1984) opines that the language of advert is informative, persuasive,

and emotive and product claims. From this position, the language of advertising

serves the function of informing the public about the availability of a product on

the market. It is also a persuasive and emotive language meant to appeal to the

minds of the consumers. Sharing the above view Broom observes that: ... the

language of advertising is audience oriented ... this is because, notwithstanding

the level of socialization and learning of the advertiser, he or she does not

impose this on the listener, rather language that is transparent is used (1978, p.

28). According to Broom, the language of advertising is targeted at the

audience’s ability to decode the message in the advert therefore the advertiser

does not bring to bear his level of sophistication when using language in

advertising. Commenting further on the language use in advertising, Broom

views that: Transparent and easily accessible language is used so that the

advertisement will bring to the listener, who expects first-hand information

from any piece of advertisement (1978, p. 28 & 29). In other not to bore the

19
listener, the language of advertising is characterized with the use of simple

diction which will expose the message first hand. Writing about the emotive

nature of the language of advertising, Denis (1978) observes that certain lexical

items are often selected instead of others. This is done through this example:

‘every bright toothpaste ‘helps’ get your teeth whiter and cleaner’. It ‘helps’

ingredients fight tooth decay. In analyzing the above piece of advertising, Denis

observes that the word ‘helps’ is used constantly, but that the word ‘helps’ does

not mean ‘does’. Denis canvasses that it would have been more appropriate to

say ‘does’ but ‘helps’ is just one of those adjectives adopted by advertisers to

appeal to the emotions of the listeners. The language of advertising is also

characterized with the use of some rhetorical figures. According to Corbett

(1990, p. 76), ‘a rhetorical figure is traditionally defined as an art of deviation’.

A figure in the language of advertising is one that tends to deviate from the

norm. Another scholar, Genette, writing on the language of advertising states: A

rhetorical figure is an expression that deviates from expectation ... the

expression is not ... nonsensical or faulty and it occurs at the level of form rather

than content (1982, p. 12). Genette is of the view that a rhetorical figure indeed

is a deviation from the norm; however, a figure must make sense. Genette

argues that figures in the language of advertising only affect the form and not

the content.

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 CHAPTER THREE

RESEARCH METHODOLOGY

3.0 INTRODUCTION

This chapter states the various methods used in research, as well as the

population of the study, and sampling techniques used in determining the

sample size for the research. How data was collected and analysed is also

discussed in this chapter.

The main objectives of this research were achieved through quantitative

methods, as inferential statistics were used to measure the level of accuracy

and validate responses from the respondents in accordance to the objectives

of the research.

3.1 STUDY AREA

Abuja, the capital of Nigeria was the study area for this research. It is located

in the centre of Nigeria, within the Federal Capital Territory (FCT). Abuja is

a planned city, and was built mainly in the 1980s. It officially became

Nigeria's capital on 12 December 1991, replacing though the latter remains

the country's most populous city. At the 2006 census, the city of Abuja had a

population of 776,298, making it one of the ten most populous cities in

Nigeria. Abuja has witnessed a huge influx of people into the city; the

growth has led to the emergence of satellite towns such as Karu Urban Area,

Suleja, Gwagwalada, Lugbe, Kuje and smaller settlements to which the

planned city is sprawling. The unofficial metropolitan area of Abuja has a

21
population of well over three million and comprises the fourth largest urban

area in Nigeria, surpassed only by Lagos, Kano

3.2 RESEARCH DESIGN

The research design used for this study was the descriptive research design.

Since data characteristics were described using frequencies and percentages,

and no manipulations of data or variables were necessary, the researcher

chose this research design. The researcher discarded other alternatives such

as the causal and explanatory research designs, because accurate findings

and data analysis may not be achieved.

3.3 POPULATION OF THE STUDY

The population for this study is residents of Abuja. The population figure for

the study was 32 respondents, comprising of both tax payers and non-tax

payers. The reason for choosing Abuja is that it has a fairly large number of

people from diverse ethnic stock.

3.4 POPULATION SIZE AND TECHNIQUE

Since the population for the study was not large, and data could be collected

from all the respondents, the researcher adopted the census sampling

technique to successfully complete the study. All 32 respondents were used

for this study.

3.5 DATA COLLECTION METHOD

Data for this study was collected from the respondents through the use of

questionnaires. Questionnaires were shared to all 32 respondents of the

22
organization, and field surveys through responses to questions in the

questionnaire served as the main source of primary data for this study.

Other information was collected from text books, journals and other

secondary sources of data.

3.6 DATA ANALYSIS METHOD

Various analytical tools and software such as pie charts, bar charts, tables,

and Statistical Package for Social Science (SPSS) software were used in

analysing data for this study.

Data collected were analysed using frequencies and percentages. These

frequencies and percentages enabled the researcher to clearly represent true

data characteristics and findings with a great deal of accuracy. Interpretation

and analysis of data was also used to describe items in tables and charts used

for this study.

3.7 LIMITATION

Since this study is a descriptive research, validation of data characteristics

and variables described maybe limited to some extent as other statistical

tools such as arithmetic mean, variance, standard deviation, and the central

limit theorem were not applied to further prove the accuracy of findings in

this study. The researcher only used descriptive statistical tools such as

frequencies and percentages to describe data characteristics and findings.

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 CHAPTER FOUR

DATA PRESENTATION, ANALYSIS AND INTERPRETATION

4.1 INTRODUCTION:

This chapter is devoted to the presentation, analysis and interpretation of the

data gathered in the course of this study. The data are based on the number of

copies of the questionnaire completed and returned by the respondents. The data

are presented in tables and the analysis is done using the chi square test.

4.2 BIO DATA OF RESPONDENTS

Table 1 sex of respondents

Cumulative
Frequency Percent Valid Percent Percent

Valid male 16 50.0 50.0 50.0

female 16 50.0 50.0 100.0

Total 32 100.0 100.0

Source: Field Survey, November, 2022.

Table 1 above shows the gender distribution of the respondents used for this

study. 16 respondents which represent 50.0percent of the population are male.

16 respondents which represent 50.0percent of the population are female.

24
Table 2 age grade of respondents
Cumulative
Frequency Percent Valid Percent Percent

Valid below 20 years 3 9.4 9.4 9.4

21-30 years 6 18.8 18.8 28.1

31-40 years 8 25.0 25.0 53.1

41-50 years 10 31.2 31.2 84.4

51-60years 5 15.6 15.6 100.0

Total 32 100.0 100.0

Source: Field Survey, November, 2022.
Table 2 above shows the age grade of the respondents used for this study. 3

respondents which represent 9.4 percent of the population are below 20yrs. 6

respondents which represent 18.8percent of the population are between 21-

30yrs. 8 respondents which represent 25.0 percent of the population are between

31-40yrs. 10 respondents which represent 31.2 percent of the population are

between 41-50yrs. 5 respondents which represent 15.6 percent of the population

are between 50-60yrs.

Table 3 educational qualification of respondents

Cumulative
Frequency Percent Valid Percent Percent

Valid WASSCE/SSCE 4 12.5 12.5 12.5

OND/HND/BSC 10 31.2 31.2 43.8

PGD/MSC/PHD 10 31.2 31.2 75.0

OTHERS 8 25.0 25.0 100.0

Total 32 100.0 100.0

Source: Field Survey, November, 2022.

Table 3 above shows the educational background of the respondents used for

this study.

25
Out of the total number of 32 respondents, 4 respondents which represent 12.5

percent of the population are FSLC holders.

10 respondents which represent 31.2percent of the population are

SSCE/WASSCE holders.

10 respondents which represent 31.2percent of the population are

OND/HND/BSC holders.

8 respondents which represent 21.0 percent of the population are

MSC/PGD/PHD holders

Table 4 Marital status of respondents

Cumulative
Frequency Percent Valid Percent Percent

Valid single 10 31.2 31.2 31.2

married 20 62.5 62.5 93.8

divorced 1 3.1 3.1 96.9

widowed 1 3.1 3.1 100.0

Total 32 100.0 100.0

Source: field survey, November, 2022

Table 4 above shows the marital status of the respondents used for this study.

‘Out of the total number of 32 respondents, 10 respondents which represent 31.2

percent of the population are single.20 respondents which represent 62.5 percent

of the population are married.1 respondent which represent 3.1 percent of the

population is divorced while the remaining 1 respondent which represent 3.1

percent of the population is widowed.

4.3 TABLES BASED ON RESEARCH QUESTIONS

26
Table 7 THERE ARE CERTAIN WAYS ADVERTS ARE CONSTRUCTED TO
ATTRACT READERS

Cumulative
Frequency Percent Valid Percent Percent

Valid strongly agree 10 31.2 31.2 31.2

agree 15 46.9 46.9 78.1

undecided 5 15.6 15.6 93.8

disagree 2 6.2 6.2 100.0

Total 32 100.0 100.0

Source: Field Survey, November, 2022.

Table 7 above shows the responses of respondents that there are certain ways

adverts are constructed to attract readers.

10 respondents which represent 31.2 percent of the population strongly agreed

that there are certain ways adverts are constructed to attract readers.15

respondents which represent 38.8percent of the population agreed that there are

certain ways adverts are constructed to attract readers.5 respondents which

represent 15.6 percent of the population were undecided while the remaining 2

respondents which represent 6.2 percent of the population disagreed that there

are certain ways adverts are constructed to attract readers.

Based on the response from the respondents, it can be deduced that there are

certain ways adverts are constructed to attract readers.

27
Table 8 THERE ARE DIFFERENT TERMINOLOGIES USED IN
DIVERSE MEDIA ADVERTS
Cumulative
Frequency Percent Valid Percent Percent

Valid strongly agree 10 31.2 31.2 31.2

agree 8 25.0 25.0 56.2

undecided 1 3.1 3.1 59.4

disagree 10 31.2 31.2 90.6

strongly disagree 3 9.4 9.4 100.0

Total 32 100.0 100.0

Source: field survey, November, 2022.

Table 8 above shows the responses of respondents that there are different

terminologies used in diverse media adverts.

10 respondents which represent 31.2 percent of the population strongly agreed

that there are different terminologies used in diverse media adverts. 8

respondents which represent 25.0percent of the population agreed that there are

different terminologies used in diverse media adverts.1 respondent which

represent 3.1 percent of the population is undecided. 10 respondents which

represent 31.2 percent of the population disagreed that there are different

terminologies used in diverse media adverts while the remaining 3 respondents

which represent 9.4 percent of the population strongly disagreed that there are

different terminologies used in diverse media adverts.

Based on the response from the respondents, it can be deduced that there are

different terminologies used in diverse media adverts.

28
Table 9 THERE ARE RIGHT CHOICES OF LANGUAGE TO BE USED IN NEWSPAPER
ADVERTS

Cumulative
Frequency Percent Valid Percent Percent

Valid strongly agree 18 56.2 56.2 56.2

agree 10 31.2 31.2 87.5

undecided 2 6.2 6.2 93.8

strongly disagree 2 6.2 6.2 100.0

Total 32 100.0 100.0

Source: field survey, November, 2022.

Table 9 above shows the responses of respondents that there are right choices of

language to be used in newspaper adverts.

18 respondents which represent 56.2 percent of the population strongly agreed

that there are right choices of language to be used in newspaper adverts.10

respondents which represent 31.2percent of the population agreed that there are

right choices of language to be used in newspaper adverts.2 respondents which

represent 6.2 percent of the population were undecided while the remaining 2

respondents which represent 6.2 percent of the population strongly disagreed

that there are right choices of language to be used in newspaper adverts.

Based on the response from the respondents, it can be deduced that there are

right choices of language to be used in newspaper adverts.

29
TABLE 10 THERE IS THE NEED FOR BOTH LONG AND SHORT NEWSPAPER
ADVERTS

Cumulative
Frequency Percent Valid Percent Percent

Valid strongly agree 15 46.9 46.9 46.9

agree 10 31.2 31.2 78.1

undecided 3 9.4 9.4 87.5

disagree 2 6.2 6.2 93.8

strongly disagree 2 6.2 6.2 100.0

Total 32 100.0 100.0

Source: Field Survey, November, 2022.

Table 10 above shows the responses of respondents that there is the need for

both long and short newspaper adverts.

15 respondents which represent 46.9 percent of the population strongly agreed

that there is the need for both long and short newspaper adverts.10 respondents

which represent 31.2percent of the population agreed that there is the need for

both long and short newspaper adverts. 3 respondents which represent 9.4

percent of the population were undecided. 2 respondents which represent 6.2

percent of the population disagreed that there is the need for both long and short

newspaper adverts while the remaining 2 respondents which represent 6.2

percent of the population strongly disagreed that there is the need for both long

and short newspaper adverts.

Based on the response from the respondents, it can be deduced that there is the

need for both long and short newspaper adverts.

4.4 RESEARCH HYPOTHESIS

30
Ho: There is no need for long and short newspaper adverts.

Hi: There is need for long and short newspaper adverts.

Level of significance: 0.05

Decision rule: Reject the null hypothesis if the p-value is less than the level of

significance

Table 10 Test Statistics

There is need for short and long newspaper adverts

Chi-Square 15.250a

df 2

Asymp. Sig. .000

a. 0 cells (.0%) have expected frequencies less than 5. The minimum expected cell frequency is 10.7.

4.5 CONCLUSION BASED ON THE DECISION RULE:

Since the p-value (0.000) is less than the level of significance (0.05), we accept

the null hypothesis therefore concluding that there is need for long and short

newspaper adverts

CHAPTER FIVE

FINDINGS, SUMMARY AND CONCLUSIONS

5.1 FINDINGS: Findings from the study revealed the following:

1. There are certain ways adverts are constructed to attract readers.

2. There are different terminologies used in diverse media adverts.

3. There are right choices of language to be used in newspaper adverts.

4. There is a need for both long and short newspaper adverts.

5.1.1The objectives of the study were:

31
 1. To know how to construct adverts to attract readers or viewers.

2. To be able to distinguish the terminology to use in different adverts.

3. To be able to determine the right choice of language used in newspaper

advertisement.

4. To understand the need for long or short newspaper adverts.

5.2 SUMMARY:

To recap the framework of this study, the research was streamlined into

chapters which covers chapter one to chapter five, under which the concept of

the research topic were critically analyzed. Thus, in summary, chapter one of

the study encapsulates the introductory part of the research which predefined

the ideological figure of the research topic, outlines the background to the study

and, or in a well-structured statement of the problem ensuring that the use of

language of Newspapers advertisement has become a serious factor affecting

the marketing of the product. This is possible because advertising has become

more professional, involving copywriters who exploit all the available linguistic

devices to make their adverts not only persuasive, but also aesthetically

appealing. This paper therefore, attempts a linguistic analysis of the language of

newspaper advertising in Nigeria, highlighting the phonological, morphological,

syntactic and semantic features that make them attractive and persuasive.

The chapter two of the research work was built around the theoretical

framework and the review of related literatures. In addition, the chapter covers

extensively, reviews of related research works done by other scholars. In the

32
preceding chapter three of the study, the methodology adopted in the research

was introduced with the view of depicting the method of data collection, data

analysis method, the study area, research design, population of the study, the

population size and techniques, data collection method, data analysis method

and limitation of the data in order to ascertain the validity and reliability of the

data.

The fourth chapter of the study was used to analyzed all the data collected the

administration of the questionnaires with the view to determine individual’s

perception about the techniques for the use of newspaper languages to ensuring

suitable marketing strategy in the Vanguard newspaper. The main objectives of

this research were achieved through quantitative methods, as inferential

statistics were used to measure the level of accuracy and validate responses

from the respondents in accordance to the objectives of the research. Finally, the

study was recapped in chapter five, summarizing all the works done in chapters

one to four. In order to satisfy any person who might be interested in reading

this research work.

5.3 CONCLUSION:

The main of this project work was to conduct a research on the Pragmatic

Analysis of the Language of Newspaper Advertisement with specific reference

to Vanguard Newspaper. The research was able to analyzed that the language

of advertising, like every other field or discipline, has a language of its own,

very often it does not follow the grammar or logical rules of the everyday

33
language. It is a kind of language that functions and familiarizes itself with the

context in which it is used.

REFERENCES

Berlyne, E. (1971). Aesthetics and Psychobiology. New York: Appleton.

Broom, J. (1978). A Theory of Figure in French Literacy Theory Today, A Reader.

Todorov, New York: Cambridge University.

Collins, J. M. (1998). Image and Advertising. Harvard Business Review, New York.

Corbett, E. (1990). Classical Rhetorical for the modern students (3rd ed.). New York:
Oxford University Press.

Coulson, T. (1984). Competition and Public Policy: A Stimulation Study. Cambridge

Mass balling Press.

34
Crystal, D., & Davy. (1969). Investigating English Style. Longman Hallow. Crystal
D., & Davy. (1969). Pictorial Metaphor in Advertising Philosophy. Uyo: Minder
Publishers.

Eyoh, L. (2005). A Study in Stylistic Criticism, Uyo. Genotype, G. (1982). Figures of

Literary Discourse. New York: Columbia Up.

Goddard, A. (1998). The Language of Advertising. Routledge: New York.

Halliday, M. A. K. (1978). Language as Social Semiotic: The Social Interpretation of

Language and Meaning. London: Edward Arnold.

Leach & Shorts. (1981). Style in Fiction. London: Cambridge University Press.

Liegh, P. F. (1994). Figuratively Speaking New Haven. Yale U. Press.

Osundare, N. (2003). Cautious Paths through the bramble: A critical classification of

style theories and concepts. Ibadan: Hope Publications Ltd.

Truagott, E. C., & Pratt, M. L. (1980). Linguistics for Students of Literature. New
York: Harcourt Brace Jovanovich.

Quirk and Graenbaum. (1990). University Grammar of English. London: Oxford

University Press.

Schrank, E. M. (1990). The Language of Advertising Claims. New York: Oxford

University Press.

Standfield, R. (1969). Advertising Manager’s. Handbook. Dartnell Corporation,

Chicago.

Appendix

Department of English and Literal Studies,

Faculty of Linguistic,
Bauchi State University, Gadau.
20th May, 2022.

RESEARCH QUESTIONNAIRE

Dear Respondent,

35
I am an undergraduate student of the above mentioned University, carrying out
a research on the topic: “Pragmatic Analysis of the Language of Newspaper
Advertisement”: A Case Study of Vanguard Newspaper.

I will be grateful if you could answer the following questions by ticking where
appropriate. The research is for academic purpose and therefore, your response
will be treated with utmost confidentiality. Attached herewith, is a questionnaire
designed to elicit information on the subject matter.

Thank you in anticipation of your cooperation.

Yours sincerely,

BAKO FAITH KUSHI

BASUG/UG/ART/ENG/18/0061

QUESTIONNAIRE ADMINISTRATION

SECTION A: Personal Information/Data

1. Gender

a. Male

b. Female

2. Age grade

a. Below 16yrs
36
 b. 16-18yrs

c. 19-21yrs

d. 22-27yrs

e. 28-30yrs

f. Above 30yrs

3. Educational qualification

a. WASCE/SSCE

b. OND/HND/BSC

c. MSC/PGD/PHD

d. Others

4. Marital status

a. Single

b. Married

c. Divorced

d. Widowed

SECTION B: Questions on survey of the language of Newspaper advertisement.

5. There are certain ways adverts are constructed to attract readers.

a. Strongly agreed

b. Agreed

c. Undecided

d. Disagreed

e. Strongly disagreed

6. There are different terminologies used in diverse media adverts.

37
 a. Strongly agreed

b. Agreed

c. Undecided

d. Disagreed

e. Strongly disagreed

7. There are right choices of languages to be used in newspaper adverts.

a. Strongly agreed

b. Agreed

c. Undecided

d. Disagreed

e. Strongly disagreed

8. There is a need for both long and short newspaper adverts.

a. Strongly agreed

b. Agreed

c. Undecided

d. Disagreed

e. Strongly disagree

38