THE USE OF IGBO LANGUAGE IN ADVERTISING PRODUCTS IN EASTERN NIGERIA A CASE STUDY OF ABAKALIKI METROPOLIS

📄 Project Abstract

The main goal of advertisement is to inform the audience about existence or quality of certain products, services, or ideas and influence them to patronize them. In order to reach the target of the audience, the language used in advertising a product must be accessible to the audience both in terms of code and style. This work examines the use of Igbo language in advertising goods and services, particularly those targeted at Igbo consumers. It is the thesis of this study that advertising in a language that is most accessible to the product end/target consumers is more effective, hence ideal. The work uses samples of adverts collected from the electronic and print media in the south eastern Nigeria, where Igbo language is domicile. Combining both qualitative and quantitative method of analysis, the work attempts to determine the extent to which consumers are influenced or persuaded into patronizing goods, based on whether Igbo or English language is used as a medium of advertisement. Th...