ABSTRACT
Stylistics is the study of linguistic and non linguistic aspects of style in spoken and written text. Advertising is a form of communication used to help sell products and services. Adverts are not just to fascinate, but rather, they are used by advertisers to achieve their persuasive goals. This study reveals the manner in which language is used in Bank advertisements for conveying messages to the public and the effectiveness of the choice of language. The stylistic elements employed in the analysis of Bank adverts included Graphology, phonology, lexis and syntax and cohesion.
Among the findings were: the use of capitalization for emphasis, repetition of words, phonemes etc. To give musical colour and Gothic writing to attract the attention of the readers. The conclusion to the work is that the use of stylistic devices is relevant because they help to attract customers to the service and products being advertised.
TABLE OF CONTENTS
Title Page i
Certification ii
Dedication iii
Acknowledgement iv
Abstract v
Table of contents vi
CHAPTER ONE
General Introduction 1
1.1 Introduction 1
1.2 English Language in Nigeria 1
1.3 The Language of Advertising 3
1.4 Purpose of the Study 5
1.5 Scope of the study 5
1.6 Justification of the Study 6
1.7 Research Methodology 6
CHAPTER TWO
Literature Review 7
2.1 The Origin and Development of Stylistics 7
2.2 Style and Stylistics 9
2.3 The Goals of Stylistics 11
2.4 Levels of Stylistic Analysis 12
2.4.1 Graphology 12
2.4.2 Phonology 13
2.4.3 Lexis 14
2.4.4 Syntax 15
2.4.5 Lexico Semantics 15
2.5 Reference 16
2.5.1 Cohesion 16
2.5.2 Foregrounding 16
2.6 Conclusion 17
CHAPTER THREE
Data Analysis 18
3.1 Introduction 18
3.2 Graphology 18
3.2.1 Capitalization 18
3.2.2 Gothic Writing 19
3.2.3 Exclamation mark 20
3.2.4 Orthographic Modification 20
3.3 Phonology 21
3.3.1 Alliteration 21
3.3.2 Assonance 22
3.3.3 Consonance 22
3.3.4 Phonaesthesia 23
3.4 Lexis and Syntax 23
3.4.1 Simile 23
3.4.2 Metaphor 24
3.4.3 Anaphora 24
3.4.4 Epiphora 25
3.5 Cohesion 25
3.5.1 Reference 25
3.5.2 Substitution 26
3.5.3 Conjunction 26
3.5.4 Ellipsis 27
3.5.5 Verbs 27
3.5.6 Adjectives 28
3.6 Findings 28
CHAPTER FOUR
Summary, Recommendations and Conclusion 30
4.1 Introduction 30
4.2 Summary 30
4.3 Recommendations 31
4.4 Conclusion 31
Bibliography 32
General Introduction
1.1 Introduction
Over the years, the study of language in use has always been an attractive field of study to linguists in the aspect of its origin, nature and its functions, whether for persuasion, poetry, or prayer.
Language is a system of arbitrary vocal symbols used for human communication (Wardhaugh, 1972:3).
In the world today, people still continue to research into what language is and its functions. Hence, linguists are in agreement about some of the characteristics of human language, its definition and functions.
The use of language has also become deeply entrenched in human culture and apart from being used to communicate and share information; it also has social uses such as social stratification, social grooming, entertainment and persuasion.
In this research, our focus will be on “the Stylistic Analysis of Bank Advertisements in Selected Nigerian Newspapers”.
1.2 English Language in Nigeria
The English language originates from England. It later spread across the borders of Great Britain and even beyond the continent of Europe to America, Australia, Asia and Africa. It has become so widespread that it is often considered the world language.
The advent of English in Africa cannot be separated from the incursions of trade, missionary and colonial activities. Though, the primary purpose of the missionaries was not to make Christian converts speak English, nevertheless, it was to make the populace literate enough to read the bible in their own languages. Some indigenes were able to learn and use the language after which they became catechists and teachers in the mission schools. The British later colonised Nigeria and of course used their language – English – for administration. It also became more prominent in the educational system and was used for official purposes. It became an elitist symbol used by a few privileged Nigerians who serve as models for some indigenes who sought after education.
The use of English in Nigeria survived the departure of the colonial administrators as the language of governance. Now, after independence, English still survives and assumes a more prominent status in Nigeria. Bamgbose (1971) says it is a medium of social and inter-ethnic communication. It is a national language and it is used as a medium of instructions in schools: primary, secondary and tertiary. He also says that a variant of English tagged Nigerian English has become an inevitable language in the country which has become an invaluable legacy which Britain has bequeathed to Nigeria.
In this vein, the adventure of English language from one culture to another brings about various varieties. The variety of English that performs these functions in Nigeria is not the same as the native speakers’ varieties spoken in Britain or America. For instance, Nigerian pidgin English which has developed much earlier between English traders and Nigerian resident in the coastal areas to cater for the urgent needs of the two linguistic groups for transactional communication became extensively patronised in different versions (Bamgbose, 1995).
Jowitt (1991:191) also opines that the English which is used in the Nigerian environment is something other than a replica of native speakers’ varieties. The evolution of local varieties of English is an illustration of the adaptation of an overseas variety of English to meet the requirements of a second language context. In its use as a medium of both formal and informal communication (Wigwe, 1981).
English language has become therefore an important second language in Nigeria and the rate at which it is accorded importance cannot be over-emphasised. It is an official language, being used to conduct legislative, executive and judicial functions, the principal medium of instruction in Nigeria schools and also the language of journalism.