AN ASSESSMENT OF READERS’ PERCEPTION OF THE LANGUAGE OF NEWSPAPER ADVERTISEMENT (A READERSHIP STUDY OF VANGUARD NEWSPAPER)


AN ASSESSMENT OF READERS’ PERCEPTION OF THE LANGUAGE OF NEWSPAPER ADVERTISEMENT (A READERSHIP STUDY OF VANGUARD NEWSPAPER)  

CHAPTER ONE

INTRODUCTION

1.1 BACKGROUND TO THE STUDY

Advertising is an effective communicative discourse. It has the sole aim of persuading the readers to gain their trust of the reality of the promoted product (Al-Siyami, 2013). In last decades, the market glut of advertising caused the increased intention and interest in linguistic aspect of advertising. Advertising unifies language, pictures, music; it contains information, invokes emotions and imaginations, it can capture all five senses and, besides it, it has social and practical aim (Lapsanka, 2006). 

Advertising has become a science. People began to describe, analyze the linguistic means and evaluate the language trying to find out the principles, create new kinds of relationship between elements of language and improve the techniques, with the aim to be unique and maximize the effect at full blast (Lapsanka, 2006).

Language is a powerful tool for a human being to communicate with others effectively. Therefore, the use of right and effective language both in speech and in writing brings success (Kannan and Tyagi, 2013). Newspaper language is a combination of different stylistic features, a mixture of several kinds of materials (Juhani, 2008). Newspaper language is relatively formal and impersonal. Colloquial words and expression are not found except in quotations (Juhani, 2008).

Newspaper forms an effective form of media in a developing country (Bansal and Gupta, 2014). Newspapers provide up-to-date information on local, state/provincial, national, and world issues. They are among the most widely-read periodicals that are available and accessible to the vast majority of people of all ages and walks of life in any community. (Bruneau, n.d) submits that people expect advertising in the newspaper. He submits further that many people buy the paper just to read the ads from the supermarket, movies or department stores. Igbeka& Ola(2010) argued alongside that every category of reader can find some important, current, and interesting information in newspapers. 

Newspaper creates reading habits and easily differentiates people who read and who do not. Reading is the art of learning something. Newspaper is the store house of knowledge and provides knowledge of different tests and kinds of different segments of the society. Reading builds vocabulary skills and background knowledge that strengthens reading skills and increases the enjoyment of reading (Strommen& Mates, 2004; Majumder and Hasan, 2013). Today's newspapers use design elements that make information easily accessible to the reader. For example, important stories have large bold headlines, while graphics appear next to related stories (Igbeka& Ola, 2010).

Newspapers also reflect the changes in the language as well, and in doing so, help students and teachers keep up pace with such changes. Most newspapers are linguistically up-to-date and provide valuable linguistic data` (Tafani, 2004; Vavla, 2009). Newspapers provide a wide range of various text types and language styles, which are not always found in textbooks (Vavla, 2009).

There is no doubt that newspapers are a major force in forming public opinions on matters affecting national and international efforts towards economic progress and global understanding (Olusoji, 2012). Bordering on this terrain, this study assessed the language of newspaper advertisement, with Vanguard newspaper being the focus of the study.

1.2 STATEMENT OF PROBLEM

Every advertising medium has characteristics that give it natural advantages and limitations (Bruneau, n.d).  Newspaper is one of the popular channel of providing information, education and entertaining the audience. Newspaper also have a comparative advantage over other media like Radio and T.V due to its feature of permanence, Unlike advertising on TV and radio, advertising in the newspaper can be examined at one’s leisure. Again, Igbeka& Ola (2010). Newspapers use design elements that make information easily accessible to the reader (Igbeka& Ola, 2010).

However, advertising has been criticized as debasing language, as it often does not follow the rules of grammar. Not much work has been done in determining reader’s perception of the language of newspaper adverts. Therefore, this study sought to assess readers’ perception of the language of Vanguard Newspapers. 

1.3 RESEARCH QUESTIONS

1. What is the level of readership of Vanguard among Kwara State University undergraduates?

2. To what extent the language of advertising influences readers’ attraction towards vanguard newspaper?

3. What is the direction of the language of Advertisement in Vanguard Newspaper?

1.4 RESEARCH OBJECTIVES

1. To ascertain the level of readership of Vanguard newspaper among Kwara State University undergraduates.

2. To know if the language of advertising influences reader’s attraction towards Vanguard newspaper.

3. To establish the direction of the language of advertisement in Vanguard newspaper.

1.5 SIGNIFICANCE OF THE STUDY

The study is significant as it would establish the perception of readers’ regarding the language of advertisement of Newspaper, which would give a pointer on how advertisers could possibly improve the tone and the direction of the language used.

Furthermore, this work would serve as a point of reference for other future researchers’ who would want to build on this study.

1.6 SCOPE OF THE STUDY

The scope of the study was limited to Vanguard newspaper readers in Kwara state university.

1.7 DEFINITION OF KEY TERMS

Perception: Perception is the recognition and interpretation of sensory information (Williams, 2017). In this study, perception refers to the internal assessment of readers towards the language of advertising which could be positive or negative.

Language: Newspaper language is a combination of different stylistic features, a mixture of several kinds of materials (van Dijk, 1988; Juhani, 2008).

Newspaper Advertisement: These are advertisements of product, services and organization done inside the newspaper, which varies in size, placement and depth.

.


TYPE IN YOUR TOPIC AND CLICK SEARCH.






RESEARCHWAP.COM

Researchwap.com is an online repository for free project topics and research materials, articles and custom writing of research works. We’re an online resource centre that provides a vast database for students to access numerous research project topics and materials. Researchwap.com guides and assist Postgraduate, Undergraduate and Final Year Students with well researched and quality project topics, topic ideas, research guides and project materials. We’re reliable and trustworthy, and we really understand what is called “time factor”, that is why we’ve simplified the process so that students can get their research projects ready on time. Our platform provides more educational services, such as hiring a writer, research analysis, and software for computer science research and we also seriously adhere to a timely delivery.

TESTIMONIES FROM OUR CLIENTS


Please feel free to carefully review some written and captured responses from our satisfied clients.

  • "Exceptionally outstanding. Highly recommend for all who wish to have effective and excellent project defence. Easily Accessable, Affordable, Effective and effective."

    Debby Henry George, Massachusetts Institute of Technology (MIT), Cambridge, USA.
  • "I saw this website on facebook page and I did not even bother since I was in a hurry to complete my project. But I am totally amazed that when I visited the website and saw the topic I was looking for and I decided to give a try and now I have received it within an hour after ordering the material. Am grateful guys!"

    Hilary Yusuf, United States International University Africa, Nairobi, Kenya.
  • "Researchwap.com is a website I recommend to all student and researchers within and outside the country. The web owners are doing great job and I appreciate them for that. Once again, thank you very much "researchwap.com" and God bless you and your business! ."

    Debby Henry George, Massachusetts Institute of Technology (MIT), Cambridge, USA.
  • "I love what you guys are doing, your material guided me well through my research. Thank you for helping me achieve academic success."

    Sampson, University of Nigeria, Nsukka.
  • "researchwap.com is God-sent! I got good grades in my seminar and project with the help of your service, thank you soooooo much."

    Cynthia, Akwa Ibom State University .
  • "Great User Experience, Nice flows and Superb functionalities.The app is indeed a great tech innovation for greasing the wheels of final year, research and other pedagogical related project works. A trial would definitely convince you."

    Lamilare Valentine, Kwame Nkrumah University, Kumasi, Ghana.
  • "Sorry, it was in my spam folder all along, I should have looked it up properly first. Please keep up the good work, your team is quite commited. Am grateful...I will certainly refer my friends too."

    Elizabeth, Obafemi Awolowo University
  • "Am happy the defense went well, thanks to your articles. I may not be able to express how grateful I am for all your assistance, but on my honour, I owe you guys a good number of referrals. Thank you once again."

    Ali Olanrewaju, Lagos State University.
  • "My Dear Researchwap, initially I never believed one can actually do honest business transactions with Nigerians online until i stumbled into your website. You have broken a new legacy of record as far as am concerned. Keep up the good work!"

    Willie Ekereobong, University of Port Harcourt.
  • "WOW, SO IT'S TRUE??!! I can't believe I got this quality work for just 3k...I thought it was scam ooo. I wouldn't mind if it goes for over 5k, its worth it. Thank you!"

    Theressa, Igbinedion University.
  • "I did not see my project topic on your website so I decided to call your customer care number, the attention I got was epic! I got help from the beginning to the end of my project in just 3 days, they even taught me how to defend my project and I got a 'B' at the end. Thank you so much researchwap.com, infact, I owe my graduating well today to you guys...."

    Joseph, Abia state Polytechnic.
  • "My friend told me about ResearchWap website, I doubted her until I saw her receive her full project in less than 15 miniutes, I tried mine too and got it same, right now, am telling everyone in my school about researchwap.com, no one has to suffer any more writing their project. Thank you for making life easy for me and my fellow students... Keep up the good work"

    Christiana, Landmark University .
  • "I wish I knew you guys when I wrote my first degree project, it took so much time and effort then. Now, with just a click of a button, I got my complete project in less than 15 minutes. You guys are too amazing!."

    Musa, Federal University of Technology Minna
  • "I was scared at first when I saw your website but I decided to risk my last 3k and surprisingly I got my complete project in my email box instantly. This is so nice!!!."

    Ali Obafemi, Ibrahim Badamasi Babangida University, Niger State.
  • To contribute to our success story, send us a feedback or please kindly call 2348037664978.
    Then your comment and contact will be published here also with your consent.

    Thank you for choosing researchwap.com.