Get the complete project »
- 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: ₦4,000
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.
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
Share a Comment
You can find more project topics easily, just search
SIMILAR MASS COMMUNICATION FINAL YEAR PROJECT RESEARCH TOPICS
1. GATEKEEPING AND OBJECTIVITY IN NEWS REPORTING: A STUDY OF THE NATION AND DAILY TRUST NEWSPAPERS IN NIGERIA» Abstract Objectivity and gatekeeping are two of the most talked about concepts in journalism practice globally. However, because of the way facts are ...Continue Reading »
107 pages | 138 hits | Source: MASS COMMUNICATION
» CHAPTER ONE 1.0 INTRODUCTION Television as a mass medium of communication has become a very important and most effective medium of communication ever ...Continue Reading »
40 pages | 678 hits | Source: MASS COMMUNICATION
» ...Continue Reading »
52 pages | 409 hits | Source: MASS COMMUNICATION
4. ROLE OF COMMUNICATION TECHNOLOGY IN IMPROVING WORK EFFICIENCY OF AIT STAFF (A STUDY OF AIT ABUJA)» CHAPTER ONE Introduction 1.1 Background of the Study Newsroom yesterday and today are far flung different. What it is yesterday was of Traditional met...Continue Reading »
52 pages | 745 hits | Source: MASS COMMUNICATION
5. AUDIENCE PERCEPTION ON FEDERAL RADIO CORPORATION OF NIGERIA NETWORK NEWS: A STUDY OF THE RESIDENTS OF IBADAN TOWN, OYO STATE» CHAPTER ONE INTRODUCTION 1.0 Background to the Study According to Ude (1998) in his book, Introduction to Reporting and News Writing, he defines news ...Continue Reading »
49 pages | 136 hits | Source: MASS COMMUNICATION
6. PERCEPTION OF FEMALE MASS COMMUNICATION STUDENTS TOWARD JOURNALISM AS A CAREER IN NIGERIA (A STUDY OF ESUT FEMALE MASS COMMUNICATION STUDENTS)» Abstract This research work focused on the perceptions of female mass communication students of Enugu state University of Science and Technology Enugu...Continue Reading »
52 pages | 815 hits | Source: MASS COMMUNICATION
» CHAPTER ONE INTRODUCTION 1.1 BACKGROUND TO THE STUDY Mbadugha (2000:48) defined information technology (IT) as the application of technology to inform...Continue Reading »
67 pages | 523 hits | Source: MASS COMMUNICATION
8. IMPACT OF RADIO IN PROPAGATING CULTURE IN KADUNA SOUTH LOCAL GOVERNMENT AREA: A STUDY OF KADUNA STATE MEDIA CORPORATION (KSMC) RADIO KADUNA» CHAPTER ONE INTRODUCTION 1.0 Background to the Study Radio is one to the mass media that ensure the promotion of culture in every society. It tends to...Continue Reading »
67 pages | 212 hits | Source: MASS COMMUNICATION
9. SOCIAL REVOLT IN WOLE SOYINKA’S THE JERO PLAYS AND UWEMEDIMO ATAKPO’S KEN SARO WIWA -N- THE NIGER DELTA TRIALS» ABSTRACT The research effort was a study of the use of literary drama as a medium of social revolution and re awakening using Wole Soyinka’s The...Continue Reading »
52 pages | 0 hits | Source: MASS COMMUNICATION
» Investigative journalism was described in many ways throughout the afternoon: as “uncovering the hidden”; “expensive”; “...Continue Reading »
71 pages | 575 hits | Source: MASS COMMUNICATION