- The Complete Research Material is averagely 51 pages long and it is in Ms Word Format, it has 1-5 Chapters.
- Major Attributes are Abstract, All Chapters, Figures, Appendix, References.
- Study Level: BTech, BSc, BEng, BA, HND, ND or NCE.
- Full Access Fee: ₦6,000
Get the complete project »
CHAPTER ONE
Background to the Study
Advertising is a form of communication used to encourage or persuade on 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).
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 “Iwe Iroyin” published by Reverend Henry Townsend at Abeokuta. The publication carried an advert in form of an announcement for the Anglican Church.
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 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.
Statement of the Purpose
The structure of language in advertising has a peculiar form. Many factors predispose the copywriter (i.e. one who writes advertisements) to choose his vocabulary this in some sense implies that copywriter does not have a free flow of lexical items.
It is worthy to note that some important points about newspapers is that they are businesses, and businesses need to make a profit. They can only do that if they have readers. So newspapers have to provide us with the most up-to-date information: news, features and also movie listings, the weather, sports scores, and so on. The greater the circulation, the more advertising a paper can sell which means more profits, but less space stones. Newspapers need to balance these needs
It is however clear that the copywriter is restrained to the use of language in advertisement, and the owner of the advert has a primary motive of making profit out of the adverts. It is obvious that in good adverts language matters in this context; therefore, purpose of this study is to critically analyze the most suitable language for newspaper advertisement.
Research Question
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?
Purpose of the Study
The purpose of this study is to examine the following:
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. Understand the need for long or short newspaper adverts.
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.
Scope of the Study
This study is basically limited in space to the Vanguard Newspaper of Nigeria, and also to the world of publication and journalism.
Definition of Terms
1. Advertisement: A public notice or announcement
2. Newspaper: A printed publication containing news, advertisement and correspondence
3. Announcement: To make publicly known
You either get what you want or your money back. T&C Apply
You can find more project topics easily, just search
-
SIMILAR MASS COMMUNICATION FINAL YEAR PROJECT RESEARCH TOPICS
-
1. EVALUATION OF NEWSPAPER COVERAGE OF PINK PEARL FOUNDATION BREAST CANCER CAMPAIGNS IN SOUTH-SOUTH NIGERIA
» Abstract Breast cancer as a scourge has become a global issue and its threat has led to a growing consciousness among women who are potential victims....Continue Reading »Item Type & Format: Project Material - Ms Word | 90 pages | Instant Download | Chapter 1-5 | MASS COMMUNICATION DEPARTMENT
-
2. CONSTRAINTS ON JOURNALISTIC PRACTICE IN GOVERNMENT-OWNED MEDIA ORGANISATIONS IN SOUTH-SOUTH GEO-POLITICAL ZONE OF NIGERIA
» ABSTRACT In Nigeria, a significant number of intellectuals, journalists, and businesspeople believe that government should not interfere with ownershi...Continue Reading »Item Type & Format: Project Material - Ms Word | 51 pages | Instant Download | Chapter 1-5 | MASS COMMUNICATION DEPARTMENT
-
3. THE ROLE OF ADVERTISEMENT IN NEWSPAPER PATRONAGE (A CASE STUDY OF NIGERIAN TRIBUNE NEWSPAPER LTD., IBADAN).
» ABSTRACT The project is titled “The Role of Advertisement in Newspaper Patronage: A case study of Nigerian Tribune Newspaper; a stable of Africa...Continue Reading »Item Type & Format: Project Material - Ms Word | 52 pages | Instant Download | Chapter 1-5 | MASS COMMUNICATION DEPARTMENT
-
4. AUDIENCE PERCEPTION OF NIGERIAN TELEVISION AUTHORITY (NTA) COVERAGE OF 2015 ELECTIONEERING CAMPAIGNS IN UYO METROPOLIS
» CHAPTER ONE INTRODUCTION 1.1 Background to the Study That the mass media play a vital role in the development process of a country is not again saying...Continue Reading »Item Type & Format: Project Material - Ms Word | 52 pages | Instant Download | Chapter 1-5 | MASS COMMUNICATION DEPARTMENT
-
5. THE ROLE OF MODERN TECHNOLOGY IN ACHIEVING COMMUNICATION EFFICIENCY IN NIGERIA
» ABSTRACT This global modern technologies in the nineties had been such a glaring and widely exciting experience. This leaves no body even a Thomas in ...Continue Reading »Item Type & Format: Project Material - Ms Word | 55 pages | Instant Download | Chapter 1-5 | MASS COMMUNICATION DEPARTMENT
-
6. INFLUENCE OF BIG BROTHER AFRICA TELEVISION REALITY SHOW ON YOUTHS: A STUDY OF AFE BABALOLA UNIVERSITY
» CHAPTER ONE INTRODUCTION 1.1Background of Study Since the beginning of the 21st century, reality TV has begun to monopolize both cable and broadcast p...Continue Reading »Item Type & Format: Project Material - Ms Word | 52 pages | Instant Download | Chapter 1-5 | MASS COMMUNICATION DEPARTMENT
-
7. THE COMPARATIVE ANALYSIS OF OSUN STATE BRAODCASTING CORPORATION, OSBC OSOGBO AND GOLD FM ILESA PROGRAMMES
» CHAPTER ONE INTRODUCTION This chapter introduces the subject matter of this project work, it deal with the purpose and the scope of study literature a...Continue Reading »Item Type & Format: Project Material - Ms Word | 65 pages | Instant Download | Chapter 1-5 | MASS COMMUNICATION DEPARTMENT
-
8. AN APPRAISAL OF THE ROLE OF TELEVISION IN THE PROMOTION OF ENVIRONMENTAL HEALTH IN RIVERS STATE
» ...Continue Reading »Item Type & Format: Project Material - Ms Word | 52 pages | Instant Download | Chapter 1-5 | MASS COMMUNICATION DEPARTMENT
-
9. IMPACT OF FREEDOM OF INFORMATION ACT ON JOURNALISM PRACTICE: A STUDY OF JOURNALISM PRACTICE IN UYO COMMUNITY- FROM JANUARY TO JUNE 2013
» Abstract This project on ― impact of Freedom of Information Act: A study of journalism practices in Uyo community – from January to June, is a...Continue Reading »Item Type & Format: Project Material - Ms Word | 65 pages | Instant Download | Chapter 1-5 | MASS COMMUNICATION DEPARTMENT
-
10. AN ASSESSMENT OF USES OF THE INTERNET BY FEMALE UNDERGRADUATES OF AHMADU BELLO UNIVERSITY ZARIA
» LIST OF ACRONYMS/ABBREVIATIONS Ahmadu Bello University Advanced Research Project Agency Network Information and Communication Technologies Internet Wo...Continue Reading »Item Type & Format: Project Material - Ms Word | 106 pages | Instant Download | Chapter 1-5 | MASS COMMUNICATION DEPARTMENT