A Survey of the Language of Newspaper Advertisement a Case Study of the Vanguard Newspaper
CHAPTER ONE
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.
CHAPTER TWO
LITERATURE REVIEW
INTRODUCTION
Our focus in this chapter is to critically examine relevant literature that would assist in explaining the research problem and furthermore recognize the efforts of scholars who had previously contributed immensely to similar research. The chapter intends to deepen the understanding of the study and close the perceived gaps.
Precisely, the chapter will be considered in two sub-headings:
- Conceptual Framework
- Theoretical Framework
- Chapter Summary
CONCEPTUAL FRAMEWORK
Language Style
Language style is the way people manipulating to other and controlling people in interacting to other and it brings a message usually conveyed in words or voice. In the other word, language style is the way people use the language in communication, it can be written or oral language. Chaika (1982) gives description of what style actually is. She claims that style actually refers to the selection of linguistics form to convey social or artistic effects. Style also acts as a set of instruction. We manipulate other with style; even we are manipulated ourselves whether consciously or unconsciously. In doing communication people usually use formal or informal language which depend on the situation they are communicating with others. Style also tells the listener to take what is being said; seriously, ironically, humorously or in some other ways.
Language style uses all the resources of language such tone of voice, different way of pronouncing sound, even choice of the words and grammar. Tone of voice can be felt when the speaker says something in certain situation or condition. To identify whether people give question or just statement, it can be decided from the tone of voice. Moreover language style can be found in choice of the word and grammar that are used in communication. In educational institution people may use simple word and grammar in order their students can understand easier the material being educated, while it is more complex when language used in advertisement. Language conveyed more stylistic, for advertisement has several purpose to listener or reader. For instance the style of advertisement which researcher found in Newsweek magazine “Global Newsweek offers 12 editions in 190 countries reaching 23 million reader. This statement is not only content of some information but also has a purpose to persuade the reader though. From the grammar pattern advertisement has own style that distinguish with other communication. Even in some cases advertisements ignore or break the grammar pattern, yet it is inappropriate when we communicate in formal situation such in office, educational institution or in ceremonials situation. Using different style in communication gives different interpretation from the listener. In communication people can not leave the style because it is integral part of social aspect. As Chaika states that style is a part of social function interaction which can not go a head if one does not speak with the right style. It means in communication whether in writing or spoken, language style that we use to convey the message or ideas is very important to make our utterance effective and understandable by the reader.
CHAPTER THREE
RESEARCH METHODOLOGY
INTRODUCTION
In this chapter, we described the research procedure for this study. A research methodology is a research process adopted or employed to systematically and scientifically present the results of a study to the research audience viz. a vis, the study beneficiaries.
RESEARCH DESIGN
Research designs are perceived to be an overall strategy adopted by the researcher whereby different components of the study are integrated in a logical manner to effectively address a research problem. In this study, the researcher employed the survey research design. This is due to the nature of the study whereby the opinion and views of people are sampled. According to Singleton & Straits, (2009), Survey research can use quantitative research strategies (e.g., using questionnaires with numerically rated items), qualitative research strategies (e.g., using open-ended questions), or both strategies (i.e., mixed methods). As it is often used to describe and explore human behaviour, surveys are therefore frequently used in social and psychological research.
CHAPTER FOUR
DATA PRESENTATION AND ANALYSIS
INTRODUCTION
This chapter presents the analysis of data derived through the questionnaire and key informant interview administered on the respondents in the study area. The analysis and interpretation were derived from the findings of the study. The data analysis depicts the simple frequency and percentage of the respondents as well as interpretation of the information gathered. A total of sixty seven (67) questionnaires were administered to respondents of which fifty fifty (55) were returned while 50 were validated. This was due to irregular, incomplete and inappropriate responses to some questionnaire. For this study a total of 50 was validated for the analysis.
CHAPTER FIVE
SUMMARY, CONCLUSIONS AND RECOMMENDATIONS:
5.1 Introduction
This chapter summarizes the findings on the language of Newspaper advertisement using vanguard newspaper as case study. The chapter consists of summary of the study, conclusions, and recommendations.
5.2 Summary of the Study
In this study, our focus was on the language of Newspaper advertisement using vanguard newspaper as case study. The study is was specifically focused 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 study adopted the survey research design and randomly enrolled participants in the study. A total of 50 responses were validated from the enrolled participants where all respondent are staff of Vanguard News Nigeria headquarters in Kirikiri canal, Apapa Lagos State.
5.3 Conclusions
In the light of the analysis carried out, the following conclusions were drawn.
- The attributes of a newspaper advertisement which enables reader to stop and carefully pay attention to the advert include; smartdesigns, the block later benefits, the kind of graphics used, and the advert consistency.
- 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.
- Newspaper adverts captions should be attractive, simplified, motivational, knowledgeable , and segmented.
- Messages in a Newspaper advert should be valuememorable, suggestive, informative, educative, risk and unethical free.
- A newspaper advert should be short and not lengthy.
5.4 Recommendation
Based on the findings the researcher recommends;
- 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.
- 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.
- Since advert on newspapers can be accessed by anyone include youngsters, relevant authorities should avoid publishing adverts which may mislead young readers.
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