SEMANTIC AND LEXIS USED IN SELECTED HOUSEHOLD ADVERTS AIRED IN THE TELEVISION MEDIA HOUSES IN NIGERIA

1.2       STATEMENT OF RESEARCH PROBLEMS

The power of language in certain advertisements cannot be over-emphasized. Language in its verbal and non-verbal form, when properly combined usually helps in the achievement of the intended goal on its listeners or readers. Few of the reasons which have been identified in the use of language as limitations or shortcomings of the adverts include the following:

- Inappropriate choice of words

- Lack of creativity in language

- More imperative than interrogative

- Improper orientation on the value of advertising

1.3       RESEARCH OBJECTIVES

These objectives are:

-    To highlight the peculiar use of language in adverts

·      To acknowledge the presence of style even in advertisement 

-    To explore the various stylistic features employed in these adverts that help to actualize meaning

-    To show how certain features such as signs, miming, drama(micro or macro) that are employed in adverts are significant and symbolic in the actualization of meaning

·         To ascertain the differences, if any, in adverts that concern a certain age grade.

1.4       SCOPE OF STUDY

The scope of this research shall be to examine semantically and, the lexis used in the selected household adverts aired in television media houses in Nigeria. This research will study language at the semantic level, examine the different kinds of words used in advertising, especially in the broadcast media. This research will also examine the use of the English language as the language of communication and advertising especially in Nigeria with her diverse culture andlanguage differences. The analysis of the advertisement text may not be fully appreciated if one leaves out the stylistics import of other non-linguistic features of the adverts. The para-linguistic features are also another embodiment of meaning.  It employs concepts like dance, mime, facial expressions, body gestures, etc.

To achieve this, premium will be placed on the broadcast advertisements of selected consumer goods. They include Milo, Indomie, Amstel Malta, Bournvita, Peak milk, Maltina and many others.

1.5       METHODOLOGY AND THEORETICAL FRAMEWORK

The aim of this work is to study the effect of language style in adverts. To accomplish this task, the researcher would test the hypothesis through a certain means known as Media Monitoring. This methodology is also known as Content Analysis. Since the media is the major source of data for this research work, certain media stations are being monitored and critically followed so as to be able to get its content which will then be further subjected to a thorough analysis. This methodology also enables the analysis to be done rather subjectively, i.e. the subjective analytical mode.

Certain theories will be used as a guide in the analysis of the data. The specific aspect of language which is semantics is the guiding theory. A particular theory of meaning in semantics has been chosen to explain in an explicit way the nature of meaning. This theory is the Referential Theory of Meaning.

1.6       SIGNIFICANCE OF THE STUDY

The overwhelming effect of the persuasive language used in advertising on people and their desires and beliefs cannot be over-emphasized. Advertising, in its bid to project a good image before its listeners usually tries too hard to impress, has always proved an effective tool in all areas of human endeavour.

The significance of this study, therefore, is to highlight the importance and influence of certain choice of words and expressions in aiding the goal of advertising on people.

1.THE ANALYSIS OF ERRORS IN THE STUDENTS WRITTEN ESSAY OF SECONDARY SCHOOLS LEVEL

2.THE EFFECT OF PHONETIC AND PHONOLOGY ON COMMUNICATION OR LANGUAGE USE OF UNDERGRADUATES                                                                                                                                                                                                                                                                                                                       

3.TEACHERS' STRESS AS A FACTOR CONTRIBUTING TO THE MASS FAILURE OF STUDENTS IN ORAL ENGLISH LANGUAGE (A CASE STUDY OF SOME  SELECTED SECONDARY SCHOOLS IN MUSHIN LOCAL GOVERNMENT AREA OF LAGOS

The outcome of this study, after critical investigation, would prove an invaluable source of information for students and scholars hoping to broaden their horizon of knowledge and also to expand and explore the deep terrains in the theory of semantics, even in this aspect of advertising.