The Critical Study On The Language Of Newspaper Advertisement (PDF/DOC)
The purpose of this study is to examine the language of Newspaper advertisement using vanguard newspaper as case study. The study adopted a survey research design and with the aid of convenient sampling techniques, 67 participants who are staff of Vanguard News Nigeria was enrolled for the study. A well structured questionnaire was issued to the respondent of which a total of 55 responses were received and 50 validated for the study. Data was analyzed using simple percentage as well as frequencies and table. Findings from the study revealed that the attributes of a newspaper advertisement which enables reader to stop and carefully pay attention to the advert include; smart designs, the block later benefits, the kind of graphics used, and the advert consistency. Finding from the study also revealed that the categories of adverts placed on a newspaper include; job opportunity adverts, promo adverts, health information adverts, business adverts, event adverts, and school admission adverts. Additionally, the study discovered that newspaper adverts captions should be attractive, simplified, motivational, knowledgeable , and segmented to mention but a few. The study therefore recommends that it is essential that marketers and advertisers enhance their communication skills and also undergo on-the-job training in use of English and Communication regularly. This is because effective communication is a sine-qua-non in advertising. More-so, the management of newspaper companies should strictly avoid advertising any activity, event or business that is not generally accepted by the society such include, adverts placed for herbalists, shrines and native spiritualist.
Introduction
1.1 Background of the Study
Advertising has been defined as a powerful communication force and a vital marketing tool helping to sell goods and services, images and ideas. 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.
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.
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.
1.2 Statement of Problem
It is 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 will be to critically analyze the most suitable 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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