Semantic Analysis of Language Advertisement in Daily Trust and Vanguard Newspaper
Chapter One
OBJECTIVES OF THE STUDY
Researchers in describing Semantics, examine what signs mean in particular languages. The aim, for instance, is to identify what constitutes nouns or noun phrases and verbs or verb phrases. For some languages such as English, this is done with subject predicate analysis. For some other languages without clear-cut distinctions between nouns, verbs and prepositions, it is possible what the signs mean by analyzing the structure are called propositions. In such analysis, a sign is seen as an operator that combines with one or more arguments (also sign)- often nominal arguments (noun phrases)- or relates nominal arguments to other elements in the expression (such as prepositional phrases or adverbial phrases) (Encarta, 2009).
The study aims to enlighten readers;
- To find out the specific language used in the advertisement.
- To find out the kind of messages passed by the advertisers.
- To find out whether or not the messages are clearly understood.
CHAPTER TWO
LITERATURE REVIEW
INTRODUCTION
This chapter reviews the literature related to the topic of the research. It focuses on the contributions made by scholars in the area of semantics and advertisement generally. The works reviewed have been fully acknowledged in the reference section.
WHAT IS SEMANTICS?
Semantics is a concept that is abstract in nature. It simply means the study of meaning. Semantics deals basically with the mind to give appropriate meaning to a word or an expression.
As matter of fact, semantics is a concept that is abstract in nature. It simply means the study of meaning. Semantics deals basically with the mid to give appropriate meaning to a word or an expression.
According to McGregor (2009, p. 129) the notion of meaning in linguistics concerns that which is expressed by sentences, utterances and their components by language, the message or thought in the mind of a speaker is encoded in a way that sends a signal to the hearer in a way that the message can be got. He explains further that, the context which is being communicated in a language is meaning which makes a language effective.
McGregor’s view about meaning points out that, both the speaker and the hearer contribute in giving appropriate meaning to a word or an expression in a language.
Saeed (2007) opines that “Semantics is exclusively concerned with the meanings of linguistic entities such as words, phrases, grammatical forms and sentences, but not with the meaning of actions or phenomenon”. He points out for meanings of words and sentences can’t be studied in dependently of how they are actually used in speech.
Davies & Elder (2004, p. 48) assert that:
- Semantic is that part of linguistic description which deals with meaning, it is often divided into lexical semantics dealing with the meaning of word and grammatical semantics, how morpheme meanings are combined by grammar to form the meanings of utterances.”
The above assertion marks that when an utterance or a sentence is made, its meaning is derived when viewed as a whole and not at an independent meaning or words.
CHAPTER THREE
RESEARCH METHODOLOGY
INTRODUCTION
Having reviewed some of the available literature related to the study in the previous chapter, this chapter is primary concerned with the methodology used in the study which include research design, sample and sampling techniques, instrumentation and data analysis techniques.
The study is limited to Daily Trust and Vanguard Newspapers. For the purpose of time and limited materials, the study will be limited to only few advertisements used in some selected editions of the Daily Trust and Vanguard Newspapers (2015).
RESEARCH METHODOLOGY
Newspapers published in the months; March, April, May and June, 2015. Due to time constraints, News papers within the afore mentioned month are selected randomly for the purpose of the analysis. Emphasis is given to the contextual meaning of words and phrases in the News paper.
The analysis is done through established parameters, that is, the various features of semantic variation in Nigerian English in the columns will be classified according to the type semantic analysis of language advertisement they belong to.
SOURCES OF DATA
For the purpose of this study, data were gathered through two main source: primary and secondary sources.
The primary sources of data collection is mainly the Daily trust and Vanguard newspapers. The method of analysis will be adopted; to show some essential part in the data and it allows the researcher to obtain more knowledge.
The secondary source on the other hand relates to the textbooks, internet, website, etc. which have been acknowledged in the reference section.
POPULATION OF THE STUDY
The population of the study covers two newspapers (i.e.) Daily Trust and Vanguard Newspapers. The study focuses on Nigerian News papers; it is based on this that generalization was made of the findings and conclusion of the study.
CHAPTER FOUR
DATA PRESENTATION ANALYSIS
INTRODUCTION
The Precision and effectiveness in advertising depend on the careful use of words. Words are used to convey meaning exactly and vividly to the audience. It is necessary here to examine the language of advertising in terms of word meaning. Basically, meanings are of two kinds-denotative and connotative meaning. Denotative meaning is the literal or common dictionary meaning while connotative is the evaluative, inferred or emotional meaning.
CHAPTER FIVE
SUMMARY AND CONCLUSION
SUMMARY
We started with the general introduction to the study in the first chapter. We stated the Statement of the problem, objectives of the study, significance of the study, scope and delimitation of the study.
Chapter two contained the review of related literature. We discussed, the introduction, meaning of semantics, theories of meaning, the meaning of advertisement, nature of language advertisement in Nigeria, functions of language advertisement in the Nigeria media discussed, and the chapter was concluded with the stating of the elements to be used in the next chapter. In the third chapter, we presented the method of data analysis. And in chapter four we analyzed the data and we gave a discussion on the data. The rest of this chapter five will be based on findings resulting from our studies shall be made.
DISCUSSION OF FINDING FINDINGS
It is quite clear that columnists use features of Nigerian English to enhance effective communication to their readers.
The study revealed that language is affected by culture and context, making such as a language appropriate for use within the socio-cultural context of the people that use it.
Furthermore, the research work has shown that Nigerian English helps to project its speakers as Nigerians.
Lastly, it was discovered that acronym is the feature that was the most prominent in our study.
CONCLUSION
In the above semantic analysis of language advertisement in Daily Trust and Vanguard News papers. Advertisers tell the prospective consumer about the existence of their products and services. They try to persuade the consumer to buy through the use of language. The language of advertising suits the advertisers aims which are to inform, entice, excite induce, the audience to buy.
The audience cannot believe the copywriter unless he convinces them of the truth in his copy. Believing the advertiser depends on whether he uses his language wisely. To achieve his aims, he must apply imaginative, original, and fresh language. Therefore the novelty and freshness of advertising language is justified for the purpose of attracting people’s attention, winning their trust and swaying their thinking.
Emotional connotative meaning which are mostly used by advertisers are connected with pleasantries. Adjectives, coined word, and non-existing words are all linked with the images and features of the products. Misspelling is for visual effect and attraction.
The use of concrete words make for easy understanding. Repetition and metaphor are for emphasis and effectiveness. Punning is linked with remembrance, memorability, interest and impression. Multiple meanings of ambiguous statements inspire readers associations and imagination to attract their attention and to bring their interests, and thus the persuasiveness of the advertisement themselves from enhancement.
BIBLIOGRAPHY
PRIMARY SOURCE
- Daily Trust, Tuesday 13th Jan,2015.) P: 27
- Daily Trust, Thursday Jan 16th, 2015.)P: 31
- Vanguard, Monday 17th Febuary, 2015.) P: 51
- Vanguard, Friday,21st Febuary, 2015.) p:16
- Vanguard, Friday,21st Febuary, 2015.) p: 5
- Vanguard, Monday 24th, Febuary 2015) P: 17
- Vanguard, Wednesday 5th March, 2015) P:41
- Daily Trust, Tuesday 27th March) P: 8
- Daily Trust, Monday 7th April, 2015.) P: 21
