Research Article

STYLISTIC ANALYSIS OF LANGUAGE USE IN NIGERIAN TV ADVERTS

MERCY OJIMA LONGPOE1*, CHRISTIANA DAVID JANGKAM1, BUNMWAKAT KATE SAMBO2, ONOME OJO2
1 Department of English University of Jos
2 English Department University of Jos
* Corresponding author: ojimalongpoe@gmail.com
Published: Jan, 2025
DOI: 10.67862/hjjgs.2025.fzwhsw4p
Pages: 18-23

Abstract

This study investigates the stylistic and linguistic techniques employed in Nigerian television commercials, focusing on their role in audience engagement, cultural representation, and brand messaging. By analyzing a purposively selected sample of 10 commercials across diverse industries, the research explores how advertisers navigate the interplay between global influences and local traditions. Using Kurt Lewin's Force Field Theory as a framework, the study identifies driving forces (e.g., globalization, aspirational language) and restraining forces (e.g., cultural norms, linguistic diversity) that shape the language of these commercials. Analyzing the data for the study qualitatively and quantitatively reveals that stylistic devices such as repetition, metaphor, humour, and code-switching between English, Pidgin English, and indigenous languages are central to creating relatable and persuasive messages. The findings highlight the importance of balancing global branding strategies with culturally resonant language to effectively engage Nigeria's diverse audience. This study contributes to understanding how linguistic hybridity and cultural sensitivity in advertising can enhance consumer connection and brand success in multicultural contexts. 

Keywords

Audience Engagement Brand Messaging Nigerian TV advertisements Persuasive Language Stylistic Analysis

References

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How to Cite

LONGPOE, M. O., JANGKAM, C. D., SAMBO, B. K., & OJO, O. (2025). STYLISTIC ANALYSIS OF LANGUAGE USE IN NIGERIAN TV ADVERTS. Humanity - Jos Journal Of General Studies, 16(1), 18-23. https://doi.org/10.67862/hjjgs.2025.fzwhsw4p

M. O. LONGPOE, C. D. JANGKAM, B. K. SAMBO, and O. OJO, "STYLISTIC ANALYSIS OF LANGUAGE USE IN NIGERIAN TV ADVERTS," Humanity - Jos Journal Of General Studies, vol. 16, no. 1, pp. 18-23, January 2025. doi: 10.67862/hjjgs.2025.fzwhsw4p

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