A SURVEY OF THE LANGUAGE OF NEWSPAPER ADVERTISEMENT
- Project Research
- 1-5 Chapters
- Quantitative
- Simple Percentage
- Abstract : Available
- Table of Content: Available
- Reference Style: APA
- Recommended for : Student Researchers
- NGN 3000
Background Of The Study
Advertising has been characterized as a powerful communication force as well as a critical marketing instrument that aids in the sale of products and services, as well as images and ideas according to Anyanwu (2000). Advertising may alternatively be defined as "a set of activities aimed at and involving the transmission of information in any paid product or service in order to force behaviors consistent with the objective of an identifiable sponsor."
The first forms of advertising in Africa were town crying and peddling. These have persisted in many Nigerian villages to this day. In terms of media advertising, which is the subject of this study, t he print media first appeared in Nigeria in 1859, with the publication of Reverend Henry Townsend's Yoruba language newspaper "Iwe Iroyin" in Abeokuta. The newspaper included an advertisement for the Anglican Church in the guise of an announcement.
It is worth noting that the first types of newspaper advertising were crude and uneducated. However, they not only assist local merchants in selling their products or services, but they also set the pace for current ways of advertising, which have seen great changes over a long period of time, such that nowadays, a lot can be written about the language of advertising in Nigeria.
1.2 Statement Of Problem
It is apparent that the copywriter is constrained by the use of language in marketing, and the owner of the advertisement has the primary goal of profiting from the advertisements. It is apparent that language counts in good advertisements in this context; so, the objective of this study will be to critically assess the most appropriate language for newspaper advertisement.
1.3 Purpose Of The Study
The purpose of this study will be to examine the following:
- To know how to construct adverts to attract readers or viewers.
- To be able to distinguish the terminology to use in different adverts.
- To be able to determine the right choice of language used in newspaper advertisement.
- Ascertain if an advert should be lengthy or short.
1.4 Research Question
The following will help guide the research study in achieving its objectives:
- What makes you stop and look at the adverts?
- What kind of adverts do you place on newspapers?
- What kind of caption should be given to adverts?
- What kind of message should be driven out through advertisement?
- Should adverts be short or lengthy?
1.5 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.
1.6 Scope Of The Study
This study is undertaken with the general aim of investigating the language of Newspaper advertisement. To achieve the desired result, the study will focus on examining how adverts are constructed to attract readers or viewers, distinguishing the terminology to use in different adverts, determining the right choice of language used in newspaper advertisement, and ascertaining if an advert should be lengthy or short. The respondents for this study will be obtained from Vanguard News Nigeria at 2 Vanguard Avenue Kirikiri canal, Apapa Lagos State.
1.7 Limitation Of The Study
Like in every human endeavour, the researchers encountered slight constraints while carrying out the study. Insufficient funds tend to impede the efficiency of the researcher in sourcing for the relevant materials, literature, or information and in the process of data collection, which is why the researcher resorted to a limited choice of sample size. More so, the researcher will simultaneously engage in this study with other academic work. As a result, the amount of time spent on research will be reduced.
1.8 Definition Of Terms
Newspaper: a printed publication (usually issued daily or weekly) consisting of folded unstapled sheets and containing news, articles, advertisements, and correspondence.
Advertisement: an announcement online, or in a newspaper, on television, or on a poster about something such as a product, event, or job.
Newspaper Advertisement:. a printed advertisement that is published in a newspaper.
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