Styles of Communication (Jun 2018)
Exploring Advertising Texts in Nigeria within the Framework of Cohesive Influence
Abstract
The thrust of the study explicates the utilization of grammatical and lexical devices in the texts of advertisements in Nigeria. This exploration aimed at demonstrating the way that advertising professionals wisely move from disjunctive organic elements to clause complexes as a convincing strategy. The advertisements of UBA®, Toyota®, Wema®, etisalat®, Standard Chartered® and Stanbic IBTC® were chosen as analyzable data to explain the behavior of the clause and its complexes in advertising. The conceptual framework is cohesion. Cohesive facilities have been applied as sub-concepts to interpret the constituents of the texts. The study demonstrates that reference, repetition, synonym, fragmented structure are deployed as inciting devices in the discursive strategy. In that sense, the study has the capacity to assist scholars to understand the nature of linguistic elements in clause complexes of advertisements. The analysis also reveals to advertising experts the cohesive resources that can help communicators to achieve intended goals of excitement. The study illuminates the extent at which advertisers take advantage of and associate with events in society to campaign their goods and services to consumers.
