CHAPTER ONE

1. 1.0INTRODUCTION

Many definitions of language have been proposed. Language is essentially a means of communication and interaction among human beings. Language is the system of sounds and words used by humans to express their thoughts and feelings. Henry Sweet, an English language scholar stated “language is the expression of ideas by means of speech-sounds, combined into words. Words are combined into sentences, this combination answering to that of idea into thoughts”. Any succinct definition of language makes a number of presuppositions and begs a number of questions. For example, it puts excessive weight on “thought” and "idea" in a specialized through legitimate way.

        These definitions prepare the ground for the focus of this study which is an examination of how advertisers put to use the linguistic resources at their disposal to express their message to targeted audience.

        One factor that has accounted convincingly for the uniqueness of the various field of study or professions, both in and out of the academic world, is the distinctiveness of language used by each of them. This, when a language that belongs to a particular profession is used within the context of such profession, effective communication is easily gained. In the profession of advertisement, there is no exception. Just like any other profession, advertisement has its own language.

        In the business and marketing or trading world, advertisement could be said to be an integral nutrient for its overall development and success. In other words, advertisement determines the total profit to be gained. Thus, it becomes quite expedient to use the right language; its language.

        Advertisement is perceived to be as old as man. Since man is ever desired to use language to attain his business tendencies. Thus, it fulfils a need that can be traced back, for as long as man has been involved in trading. Advertisement is an act that has developed over the years and it is still developing as man and his society keep on engaging in and devising new business and marketing ideas and concepts.

        What we have today as modern advertisement started after the world war 11. The industrial growth and boom of the 1950s spilled over into the 1960s. There was a greater purchasing force, which led to more production and the need for increased sales. The circle of supply and demand was completed, all revolving around hub-advertising. At the turn of century, spaces in newspapers and magazines were sold to client who simply filled it with the basic fact that they had a product to sell. However, the trend today, has changed to a more glamorous and enticing fashion called modern advertising

1.1 STATEMENT OF PROBLEM

        Advertising have been identified as the engine room for the promotion of business goals, ideas and increasing the revenue base on business. Advertising sells the products and services of the business and takes the business beyond imaginary borders.

        In spite of the benefits and strong points of advertising and its language in the promotion of business, professions and other spheres of life, most advertisements are associated with problems. Most advertising languages are offensive and has failed to bring about repeat buy for compensation of the business. Again most advertising languages are deceptive in nature. They tend to deceive consumers in patronage of goods and services they hitherto would not have purchased.

        Lastly, it has been observed that most advertising language do not stimulate consumer interest and passion. From the foregoing, it follows that advertising has its associated problems and this study seeks to investigate the impact of the aforementioned problem and how they contribute to advertisement effectiveness.

1.2 AIMS AND OBJECTIVES

        This study aims at examining how language is used to achieve diverse goals especially in advertisement, how powerful and effective is the language of advertisement in the print medium. This work specially sets out to:

1. To find out if the use of language aid the understanding of advert messages.
2. To ascertain whether the published advertisements are technological and grammatically good as it regards colour tone, brightness and quality in general.
3. To verify if adverts with less appeal distract focus or improve reader comprehension.
4. To find out if the use of aesthetic contribute as to the understanding of message of advertisement.

1.3 SIGNIFICANCE OF STUDY

        The significance of this research is derived from the need to know the power and effectiveness of language that advertisers use to capture the attention of target audience. This study will be significant to manufacturers when planning their advertising campaigns by incorporating those elements or word that inform, persuade, convince and attract the audience.

1.4 LIMITATION OF STUDY

        Studying all kinds of advertisement would prove very difficult. Therefore, this study will be limited to some advertisements on vanguard newspaper and information technology. The study is also limited to the aspect of advertisers’ use of compound words as adjectives and the use of comparatives when no real comparison is made and few others that are peculiar to the language of advertisement on newspapers.

1.5 METHODOLOGY

        I shall depend largely on secondary sources which are the use of textbooks and newspapers related to the subject. Data obtained will be analysed to bring out the power and effectiveness of language in advertising. The study will also concentrate on some sampled adverts on vanguard newspaper.

1.6 DEFINITION OF TERMS

Language: The human use of spoken or written words as a communication system to express inner thoughts and emotions, make sense of complex and abstract thought, to learn to communicate with others, to fulfill our wants and needs, as well as to establish rules and maintain our culture.

Advertisement: Is a form of communication for marketing and it is used to encourage or persuade an audience (readers, viewers, or listeners, sometimes a specific group) to continue or take some new action. It is a group of activities aiming at and including dissemination of information in any paid non-personal form, concerning an idea, product or service to compel action in accordance with the intent of an identified sponsor.

Power: Is the ability to control people or things. It is the control and influence over other people and their actions.

Effectiveness: effectiveness means producing a successful result, especially in producing a strong or favourable impression on people.

IMPACT: To have an immediate and strong effect on something or somebody.

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