ATTENTION:
BEFORE YOU READ THE ABSTRACT OR
CHAPTER ONE OF THE PROJECT TOPIC BELOW, PLEASE READ THE INFORMATION BELOW.THANK
YOU!
INFORMATION:
YOU CAN GET THE COMPLETE
PROJECT OF THE TOPIC BELOW. THE FULL PROJECT COSTS N5,000 ONLY. THE FULL
INFORMATION ON HOW TO PAY AND GET THE COMPLETE PROJECT IS AT THE BOTTOM OF THIS
PAGE. OR YOU CAN CALL: 08068231953, 08168759420
A STYLISTIC
ANALYSIS OF BANK ADVERTISEMENTS IN NIGERIAN NEWSPAPERS
ABSTRACT
Stylistics
is the study of linguistic and non linguistic aspects of style in spoken and
written text. Advertising is a form of communication used to help sell products
and services. Adverts are not just to fascinate, but rather, they are used by
advertisers to achieve their persuasive goals. This study reveals the manner in
which language is used in Bank advertisements for conveying messages to the
public and the effectiveness of the choice of language. The stylistic elements
employed in the analysis of Bank adverts included Graphology, phonology, lexis
and syntax and cohesion.
Among the
findings were: the use of capitalization for emphasis, repetition of words,
phonemes etc. To give musical colour and Gothic writing to attract the
attention of the readers. The conclusion to the work is that the use of
stylistic devices is relevant because they help to attract customers to the
service and products being advertised.
TABLE OF
CONTENTS
CHAPTER ONE
General
Introduction
Introduction
1
1.2 English
Language in Nigeria
1.3 The
Language of Advertising
1.4 Purpose
of the Study
1.5 Scope of
the study
1.6
Justification of the Study
1.7 Research
Methodology
CHAPTER TWO
Literature
Review
2.1 The
Origin and Development of Stylistics
2.2 Style
and Stylistics
2.3 The
Goals of Stylistics
2.4 Levels
of Stylistic Analysis
2.4.1
Graphology
2.4.2
Phonology
2.4.3 Lexis
2.4.4 Syntax
2.4.5 Lexico
Semantics
2.5
Reference
2.5.1
Cohesion
2.5.2
Foregrounding
2.6
Conclusion
CHAPTER
THREE
Data
Analysis
3.1
Introduction
3.2
Graphology
3.2.1
Capitalization
3.2.2 Gothic
Writing
3.2.3
Exclamation mark
3.2.4
Orthographic Modification
3.3
Phonology
3.3.1
Alliteration
3.3.2
Assonance
3.3.3
Consonance
3.3.4
Phonaesthesia
3.4 Lexis
and Syntax
3.4.1 Simile
3.4.2
Metaphor
3.4.3
Anaphora
3.4.4
Epiphora
3.5 Cohesion
3.5.1
Reference
3.5.2
Substitution
3.5.3
Conjunction
3.5.4
Ellipsis
3.5.5 Verbs
3.5.6
Adjectives
3.6 Findings
CHAPTER FOUR
Summary,
Recommendations and Conclusion
4.1
Introduction
4.2 Summary
4.3
Recommendations
4.4
Conclusion
Bibliography
CHAPTER ONE
General
Introduction
1.1
Introduction
Over the
years, the study of language in use has always been an attractive field of
study to linguists in the aspect of its origin, nature and its functions,
whether for persuasion, poetry, or prayer.
Language is
a system of arbitrary vocal symbols used for human communication (Wardhaugh,
1972:3).
In the world
today, people still continue to research into what language is and its
functions. Hence, linguists are in agreement about some of the characteristics
of human language, its definition and functions.
The use of
language has also become deeply entrenched in human culture and apart from
being used to communicate and share information; it also has social uses such
as social stratification, social grooming, entertainment and persuasion.
In this
research, our focus will be on “the Stylistic Analysis of Bank Advertisements
in Selected Nigerian Newspapers”.
1.2 English
Language in Nigeria
The English
language originates from England. It later spread across the borders of Great
Britain and even beyond the continent of Europe to America, Australia, Asia and
Africa. It has become so widespread that it is often considered the world
language.
The advent
of English in Africa cannot be separated from the incursions of trade,
missionary and colonial activities. Though, the primary purpose of the
missionaries was not to make Christian converts speak English, nevertheless, it
was to make the populace literate enough to read the bible in their own
languages. Some indigenes were able to learn and use the language after which
they became catechists and teachers in the mission schools. The British later
colonised Nigeria and of course used their language – English – for
administration. It also became more prominent in the educational system and was
used for official purposes. It became an elitist symbol used by a few
privileged Nigerians who serve as models for some indigenes who sought after
education.
The use of
English in Nigeria survived the departure of the colonial administrators as the
language of governance. Now, after independence, English still survives and
assumes a more prominent status in Nigeria. Bamgbose (1971) says it is a medium
of social and inter-ethnic communication. It is a national language and it is
used as a medium of instructions in schools: primary, secondary and tertiary.
He also says that a variant of English tagged Nigerian English has become an
inevitable language in the country which has become an invaluable legacy which
Britain has bequeathed to Nigeria.
In this
vein, the adventure of English language from one culture to another brings
about various varieties. The variety of English that performs these functions
in Nigeria is not the same as the native speakers’ varieties spoken in Britain
or America. For instance, Nigerian pidgin English which has developed much
earlier between English traders and Nigerian resident in the coastal areas to
cater for the urgent needs of the two linguistic groups for transactional
communication became extensively patronised in different versions (Bamgbose, 1995).
Jowitt
(1991:191) also opines that the English which is used in the Nigerian
environment is something other than a replica of native speakers’ varieties.
The evolution of local varieties of English is an illustration of the
adaptation of an overseas variety of English to meet the requirements of a
second language context. In its use as a medium of both formal and informal
communication (Wigwe, 1981).
English
language has become therefore an important second language in Nigeria and the
rate at which it is accorded importance cannot be over-emphasised. It is an
official language, being used to conduct legislative, executive and judicial
functions, the principal medium of instruction in Nigeria schools and also the
language of journalism.
1.3 The
Language of Advertising
Language has
a very powerful influence on people and their behaviour. This is especially
true in the field of advertising. Advertising is a powerful communication force
and a vital marketing tool that helps to sell goods and services, images and
ideas. Therefore the choice of language to convey specific messages or ideas
with the intention of influencing people is very important. Brown and Yule
identify two functions of language; the transactional and interactional which
is used to convey factual or preparational information. Hence, language plays
an important role in advertising because a breakdown in communication can occur
if the speaker and the hearer are not on the same “wave length”.
Visual
content and design in advertising have a very great impact on the consumer, but
it is language that helps people to identify a product and remember it.
Leech (1966:
25) says that the structure of language in advertising has a peculiar form and
many factors predispose the copywriter (i.e. one who writes advertisements) to
chose his vocabulary. Hence, the copywriter puts into consideration language
variation as regards the target audience and also ensures that his choice of
language and content meets the four basic characteristics outlined by Leech (1966:
25) which are necessary for successful advertising. These are:
Attention
value: This refers to the unorthodox use of language to provoke the consumer’s
attention and curiosity by presenting something surprising and unexpected.
Readability:
The advertisement must be easy to grasp and assimilate.
Memorability:
An advertisement gains nothing unless the name of the product is remembered. In
fact, it is desirable that part of the stylistic message should memorised. This
includes brand names, slogans, key phrases, snatches of songs, etc.
Selling
power: One of the most striking features of the language of advertising is an
extreme infrequency of imperative clauses aimed at attracting potential buyers
to goods and services being advertised.
The language
of advertising must be informative, instructive, distinctive, alluring and
persuasive (Okpaleke 1992:21). This has been so since the time of oral hawking.
Advertisements are to conceive and disseminate information about the product on
sale to people in a competitive market.
The language
of advertising is also brief and concise. There is no room for unnecessary
verbosity because advertisements are expensive and it is a field where the coat
has to cut according to the cloth (Okpaleke, 1992).
In addition,
the language of advertising entails the use of rhythm. Advertisers use rhythm
in order to make an advertisement pleasing to the ears of the customers. David
(1987:390) also states that “language of advertisement is generally laudatory,
positive and unreserved emphasising the uniqueness of a product.” The use of
language in advertising could be subjective and objective. The subjective
factor is that the writer’s linguistic competence determines his vocabulary
usage, style and creative ability to conform with the stylistic tendencies
peculiar to the agency and his consciousness of the advertisers objectives
successfully in good write-ups would portray the language use as being
objective.
1.4 Purpose
of the Study
This project
is a Stylistic Analysis of Bank Advertisements in Nigerian Newspapers. The aim
of this work will therefore involve the manner in which language is used in
Bank advertisement for conveying messages to the public, the effectiveness of
the choice of language and the meaning of bank advertisements using stylistic
elements.
1.5 Scope of
the Study
In carrying
out this research, the data which shall be used for analysis shall be limited
to fourteen bank advertisements. These bank advertisements shall be from The
Guardian, and This Day Newspapers.
1.6
Justification of the Study
The
researcher is aware that several works have been carried out on advertisement
generally over the years. However, no particular attention has been paid to a
stylistic analysis of bank advertisements in Nigerian newspaper.
Therefore,
this study shall investigate the area with the hope that it will be beneficial
to writers of advertisements in their choice of words, those who might be
conducting future research on a related topic and to the students of stylistics.
Research
Methodology
This work is
basically a Stylistic Analysis of Bank advertisements. Therefore, the use of
stylistic variables selected from Graphology, phonology, lexis, syntax, and
cohesion will be employed in analysing and interpreting bank advertisements.
Fourteen
bank advertisements will be data for the stylistic analysis.
HOW TO RECEIVE PROJECT
MATERIAL(S)
After paying the appropriate
amount (#5,000) into our bank Account below, send the following information to
08068231953 or 08168759420
(1)
Your project topics
(2)
Email Address
(3)
Payment Name
(4)
Teller Number
We
will send your material(s) after we receive bank alert
BANK ACCOUNTS
Account
Name: AMUTAH DANIEL CHUKWUDI
Account
Number: 0046579864
Bank:
GTBank.
OR
Account
Name: AMUTAH DANIEL CHUKWUDI
Account
Number: 3139283609
Bank:
FIRST BANK
FOR MORE INFORMATION, CALL:
08068231953 or 08168759420
https://projectmaterialsng.blogspot.com.ng/
https://foreasyprojectmaterials.blogspot.com.ng/
https://mypostumes.blogspot.com.ng/
https://myeasymaterials.blogspot.com.ng/
https://eazyprojectsmaterial.blogspot.com.ng/
https://easzprojectmaterial.blogspot.com.ng/
Comments
Post a Comment