ABSTRACT
As a form of mass communication closely linked with the world of commerce and marketing, advertising is a powerful tool for the flow of information from the seller to the buyer. It influences and persuades people to act or believe. Sales promotion is a temporary element of the marketing process that is used to raise sales by causing excitement and providing some incentives to subscribers, thereby inspiring them to make a positive patronage decision. Promotional advertising is one of several advertising tools used to attract interest in a product or service line by offering consumers some additional incentive to make a purchase. Promotion and advertising are the major techniques used in merchandising telecom services to the public in Nigeria. Advertising offers reasons to patronise the services of the providers while sales promotion offers short term incentives for the subscribers to embrace the available services but works hand in hand to achieve the aim of passing information to the final consumer. The mobile network promotions are usually packaged to convince subscribers that the services or products offered by the service providers are essential to their satisfaction. Marketers try to induce subscribers by offering draws leading to emergence of lucky winners through various method and this is done with some words that are catchy and their meaning embedded in them. Therefore, this study investigates these words and their meanings in the promotion adverts of Glo network.
TABLE OF CONTENTS
Title Page i
Certification ii
Dedication iii
Acknowledgements iv
Abstract v
Table of Contents vi
CHAPTER ONE
1.1 Background of the Study 1
1.2 Statement of the Problem 6
1.3 Purpose of the Study 7
1.4 Research questions 8
1.5 significance of the study 9
1.6 Scope and Limitation of Study 9
1.7 Operational Definition and Terms 10
CHAPTER TWO: LITERATURE REVIEW
2.0 Introduction 12
2.1 Overview of Advertising 12
2.2 Promotional Advertisement 16
2.3 Advertising Elements 23
2.3.1 Lexical Features of Advertising Language 24
2.4 Rhetorical Features in Advertising 28
2.5 Linguistics 30
2.5.1 Lexico-Semantics 30
2.5.2 Systemic Morphological Derivation 31
2.6 Linguistics Innovative Techniques of Nigerian Advertisements 31
2.7 Language of Persuasion 37
2.8 Using Images to Persuade 42
CHAPTER THREE: Research Methodology
3.0 Introduction 48
3.1 Research Design 48
3.2 Research Instruments 48
3.3 Sample and Sampling Techniques 49
3.4 Population 49
3.5 Method of Data Collection 49
3.6 Method of Data Analysis 49
CHAPTER FOUR:
DATA PRESENTATION AND ANALYSIS 50
CHAPTER FIVE: SUMMARY CONCLUSION AND RECOMMENDATIONS
5.0 Summary 68 5.1 Conclusion 69
5.2 Recommendation 69
BIBLIOGRAPHY 71
