STYLISTIC ANALYSIS OF LANGUAGE USE IN NIGERIAN TV ADVERTS

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.