A Lexico-Semantic Study Of The Language Of Advertisement In Pidgin English: A Case Study Of Radio Nigeria Pride FM Gusau, Zamfara State

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A Lexico-Semantic Study Of The Language Of Advertisement In Pidgin English: A Case Study Of Radio Nigeria Pride FM Gusau, Zamfara State


This work concern on how the meaning of the words/lexis can be utilized in the language of advertisement in Pidgin English. Furthermore, the result shows that Nigerian pidgin have a significant for advertisement purpose since it combine of both and indignant languages.

Chapter One

  • 1.0 Introduction
  • 1.1 Background to the study
  • 1.2 Statement of the Problem
  • 1.3 Objectives of the Study
  • 1.4 Research Questions
  • 1.5 Scope and Limitation
  • 1.6 Definition of the terms

1.0 Introduction

This work examines the lexico semantic features in Advertisement using selected radio jingles and their significance. It also finds out that, some of the features, like coinages and semantic shift occur more than other, Such as semantic transfer, analogy etc.

1.1 Background to the Study

The concern of this research is the language of advertisement in pidgin English. The work selects Pride Fm Radio Gusau jingles with emphasis on the features of Nigerian pidgin (NP) which characterizes pidgin in advertisements. It is undoubtable that Nigerian pidgin English (NPE) shares a lot of features with Nigerian English (Nig E). The reason for this is not far-fetched; Nigeria pidgin (NPE) is closer to the three major indigenous languages spoken in Nigeria; especially as it is easily spokenby both the educated and uneducated. Nigeria English which is being patterned to express the unaccustomed concepts in the Nigerian environment, therefore, borrows from the pidgin (NP) and Nigerian English share elements of the lexico-semantic variation in Nigeria pidgin (NPE).

1.2 Brief History of Pride FM

Radio Gusau Zamfara State

Radio Nigeria, pride FM Gusau, Zamfara was established in the year 2007, and its one of the 32 fm stations established by the federal radio corporation of Nigeria (FRCN) spread all over the country.

The aim of establishing the station is to give access information to millions of people in Zamfara state.

Consequently, after its installation transmission commenced on 8th-04-2007 on 103.5 Fm band.

Today Radio Nigeria, (Pride Fm) Gusau is one of the best in the north west province of the country, providing musical entertainment commercial adverts, Information, and Educate people that around this community.

To crown it all, pride Fm Gusau daily transmission not only covers the entire 14 local government areas of zamfara state, But some part of jigawa, kano, Katsina, sokoto, b/Kebbi, niger, Kaduna, and beyond.

1.3 Statement of the Problem

English as a second language (ESL) in Nigeria is used in such a way that, the meanings of some lexical items often get changed, there by bringing about several misconceptions, especially with regards to acceptability of the usage to other English users outside the Nigerian environment. That is a problem that is caused as a result of adoption of English to the Nigerian socio-cultural environment. For instance, the word β€œsong” has been adopted so much to the Nigerian environment that its meaning has changed and extended to cover a wide spectrum of areas such as sympathy over certain losses of certain valuables, bereavement, etc. this type of change and extension of meaning of certain lexical items is capable of causing misconception and misinterpretation by other user of English outside the Nigerian environment. therefore, genets the problem of acceptability and intelligibility of such change and extension or reduction of meaning of source lexical items as used by Nigerians.

This distinctive usage of certain lexical items by Nigerians has many dimensions to it. It may be caused by mother tongue transfer, coinage of new items, extension and restriction of meaning, complete change in meaning of items according to the world view of Nigerians, borrowing of items from indigenous language and most importantly, the absence of standard Nigerian English dictionary.

1.4 Objectives of the Study

The main focus of this research is the lexico-semantics study of the language of advertisement in Nigerian pidginEnglish. This is necessitated by the possible misconception of the various lexico-semantic variation of Nigerian English like anology, semantic shift etc.

The study is therefore anchored on the following objectives:-

  1. To determine the features of Nigerian pidgin English in the advertisements by Pride Fm Gusau.
  2. To determine the possible effects of lexical variation Nigerian pidgin.
  3. To determine how lexico-semantic variation in pidgin affects international intelligibility and acceptability of the language of advertisement in Nigerian pidgin.

1.5 Research Questions

Based on the aforementioned objectives of the study, the study come out without the following research questions:-

  1. What are the possible of lexico-semantic study of the language of advertisement in pidgin English?
  2. Can these variation brought negative or positive to the language of advert in pidgin?
  3. Can these semantic change regarded as deviats or variant?

1.6 Scope and Delimitation

This work focus on how to study the language of advertisement in pidgin English. It also selects some jingles from pride FM Gusau and analyze.

1.7 Definition of Terms

This study contains some words or lexis and acronyms that are restricted to use only in this research work.

Jingles- a short simple tune, which is easy to remember and is used to advertise a product on the radio.

  • NPE- Nigerian Pidgin English
  • Nig. E- Nigerian English
  • Far-fetched- very unlikely to be true and difficult to believe bereavement- the death of closer relative or friend
  • Lexis- words

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