A LEXICO-SEMANTIC STUDY OF THE LANGUAGE OF ADVERTISEMENT IN PIDGIN ENGLISH
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- Reference Style: APA
- Recommended for : Student Researchers
- NGN 3000
Background To The Study
The concern of this research is the language of advertisement in pidgin English. The work selects Pride Fm Radio Gusau jingles with emphasis on the features of Nigerian pidgin (NP) which characterizes pidgin in advertisements. It is undoubtable that Nigerian pidgin English (NPE) shares a lot of features with Nigerian English (Nig E). The reason for this is not far-fetched; Nigeria pidgin (NPE) is closer to the three major indigenous languages spoken in Nigeria; especially as it is easily spoken by both the educated and uneducated.
Nigeria English which is being patterned to express the unaccustomed concepts in the Nigerian environment, therefore, borrows from the pidgin (NP) and Nigerian English share elements of the lexico-semantic variation in Nigeria pidgin (NPE).
Freedom Radio Muryar Jama’a (Voice of the People) operating under the auspices of Film Laboratory and Production Services Limited, clearly stands out as the first and foremost privately owned radio station in Northern Nigeria. Located in Kano, one of the strategic gateways of products and services in Nigeria, Freedom Radio commenced operations on 1st December 2003, equipped with cutting-edge technology and a team of highly trained professionals.
Freedom Radio started as a single radio station in 2003. Dutse station was opened in 2007. In 2011 four additional licenses to set up in Kano, Kaduna, Maiduguri and Sokoto. Dala FM has started in Kano in September 2011 and Kaduna in the end of 2012.
Through dogged and fiercely independent/investigative news, current affairs, creative and compelling programmes, we perfected the elementary art of educating, entertaining and informing our teeming listeners. Today, Freedom Radio has undoubtedly become a household name and is perhaps the most popular Radio Group in its areas of coverage (Freedomradionig.com, 2022).
Statement of the Problem
English as a second language (ESL) in Nigeria is used in such a way that, the meanings of some lexical items often get changed, there by bringing about several misconceptions, especially with regards to acceptability of the usage to other English users outside the Nigerian environment. That is a problem that is caused as a result of adoption of English to the Nigerian socio-cultural environment. For instance, the word “song” has been adopted so much to the Nigerian environment that its meaning has changed and extended to cover a wide spectrum of areas such as sympathy over certain losses of certain valuables, bereavement, etc. this type of change and extension of meaning of certain lexical items is capable of causing misconception and misinterpretation by other user of English outside the Nigerian environment. therefore, genets the problem of acceptability and intelligibility of such change and extension or reduction of meaning of source lexical items as used by Nigerians.
This distinctive usage of certain lexical items by Nigerians has many dimensions to it. It may be caused by mother tongue transfer, coinage of new items, extension and restriction of meaning, complete change in meaning of items according to the world view of Nigerians, borrowing of items from indigenous language and most importantly, the absence of standard Nigerian English dictionary.
Research Questions
Based on the aforementioned objectives of the study, the study come out without the following research questions: -
- What are the possible of Lexico-semantic study of Pidgin English as an effective medium of advertisement
- Can these variations have brought negative or positive to the language of advert in pidgin
- Can these semantic changes have regarded as deviates or variant?
Aims and Objectives of the Study
The main focus of this research is the lexicosemantic study of pidgin English as an effective medium of advertisement in Nigerian. This is necessitated by the possible misconception of the various lexicosemantic variation of Nigerian English like analogy, semantic shift etc.
The study is therefore anchored on the following objectives: -
- To determine the features of Nigerian pidgin English in the advertisements by freedom radio Dutse
- To determine the possible effects of lexical variation in Nigerian pidgin.
- To determine how Lexico-semantic variation in pidgin affects international intelligibility and acceptability of the language of advertisement in Nigerian pidgin.
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