An analysis of grapho-syntactic errors in the language of advertising in nigeria
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An analysis of grapho-syntactic errors in the language of advertising in nigeria
Chapter one
INTRODUCTION
1.1 Background of the Study
Technological advancements, global competition, the growing importance of information, increasingly competitive environments, and changes in consumer demographic characteristics (for example, an increase in the number of employed women, changes in family structure) have all contributed to significant changes in marketing and advertising.
As a result of these developments, traditional advertising becomes increasingly ineffective, which is aggravated by excessive promotion and grandiose claims made by advertisers.
This is one of the causes contributing to the deficit (the declining dependability and quality of particular media). As a result, advertisers will take any and all tactics at their disposal to achieve previously declared goals in order to maximise their influence.
Scholars (Okorie & Akhidenor 2011) define covert advertising as a fundamental brand communication tool for promoting a company’s image and value. Covert advertising is described as a brand communication tool that may be used to promote and grow a brand.
Covert advertising, according to Muthukumar (2013), has long been used as a vehicle with its own impact on buyers. It has become a critical component of Integrated Marketing Communications. It is less expensive as an advertising tool and has the potential to have a stronger impact on the target market.
Covert advertising is a sort of advertising in which a product or brand is advertised as an insert in a film and is typically pushed or patronised by a celebrity who appears in the film. Vasanthi (2013) agrees that “covert advertising is viewed as a hybrid kind of advertising.” Covert advertising refers to the integration of a product or brand into entertainment and media.
To put it another way, branding various products by including them into films or television shows where the audience may be unaware that they are being advertised to.” “Advertisers use a variety of tactics to cleverly conceal such objectives,” Alrasheedi (2014) thinks. Advertisers use covert communication to persuade their intended audience to buy their products.
This kind of thinking prompted Aka et al. (2015) to declare that “advertising influences the behavioural pattern of customers and ensures the effectiveness of advertisement.”
Humans generate garbage through their daily activities. According to Singh, Saxena, Bharti, and Singh (2018), garbage was not a major concern when the human population was small and dispersed, but it became serious as a result of urbanisation and the growth of large cities.
According to Singh et al. (2018), people have migrated from urban to rural areas throughout the years, increasing the amount of garbage produced by a specific site, which has had a severe detrimental impact on public health and sanitation in the environment.
Waste is an unavoidable aspect of human life and poses no hazard until improperly managed. trash management in Lagos State, Nigeria, is critical not just for a healthy environment, but also because it falls under SDG goals 11 and 3 (sustainable cities and communities, good health and wellbeing), and proper trash management would help achieve this goal. According to Brunner, the fundamental goals of waste management are to protect human health, the environment, and resources.
Allesch and Brunner (2012), along with Singh et al., believe that people have been migrating from undeveloped and semi-developed areas to urban centres at an increasing rate over time. In comparison to underdeveloped cities, the population growth rate in developed cities is extremely rapid.
Unrestrained expansion in established areas has resulted in many cities needing infrastructural services such as water supply, sewage, and community solid waste management. In many metropolitan areas, nearly half of the solid waste generated goes unattended, resulting in unsanitary conditions, particularly in densely populated areas
which has a snowball effect, increasing in gruesomeness due to parasitic and microbial infections in all segments of the population, while developed city dwellers and waste handlers are the least affected. Advertising is a multifaceted means of distributing information about certain goods, services, or ideas to a target audience through specified sponsors.
“The activity of calling anything (a commodity for sale, a service provided or wanted) to the public’s attention, especially by means of written or broadcast paid announcements,” according to Webster’s Ninth New Collegiate Dictionary.
Thus, advertising refers to the strategies and processes utilised to draw the public’s attention to specific products, services, and ideas in order to encourage them to respond in a specific way to what is marketed. Advertising involves communication, which requires the use of language.
Language is the major means of human interaction and communication. Sapir describes language as: “a totally human and non-instinctive technique of conveying ideas, emotions, and wants through a system of deliberately generated symbols.”
As a result, language serves as the foundation of all human activities and interactions. Advertising uses language as a form of human contact, and as Brook points out, “the words of advertising must be selected with care if they are not to have ludicrous results.”
The majority of Nigeria’s media is written in English. This is not to suggest that our native languages are not used in media advertising; rather, English is the most common language in the media. Although English is not native to Nigeria, it is an official language and the country’s lingua franca.
The arrival of the English language in Nigeria was formally acknowledged with the establishment of Lagos as a British colony in 1862, but there are indications of its presence in Nigeria prior to that date
With the arrival of Europeans in Nigeria for political, economic, or religious conquest, communication between English and Nigerians of diverse ethnic groups became imperative.
According to Omolewa (in Uzoezie), Europeans had a negative perception of the vernacular, which they considered was neither widespread nor of high quality. As a result, the Europeans chose to speak with Nigerians in their native language.
The Portuguese were the first Europeans to arrive on Nigerian shores. Around the seventeenth century, they established contact with other Southern Kingdoms, notably ancient Calabar and the Benin Empire. The second set of Europeans to arrive in Nigeria were British traders.
According to Uzoezie, the British pushed out the Portuguese and substituted the contact language with English for diplomatic and commercial purposes. According to Uzoezie, the Treaty of Utrecht in 1713, followed by British success in the famous race to Nikki in 1884, gave England the monopoly on slave trading along Africa’s West Coast
laying the groundwork for the spread of the English language along the coast and hinterlands, as cited by Omolewa in Adetugbo. Interactions between English, Portuguese, and some indigenous languages resulted in the development of an inter-language (pidgin).
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