A Stylistic Analysis Of Bank Advertisements In Nigerian Newspapers

 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. 

 

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               

 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”.