Assessing the Role of Indigenous Language Advertisement in the Promotion of Nigerian Languages

Abstract: This paper seeks to argue that using the indigenous Nigerian languages in advertising is part of the avenues to promote them. Nigerian languages are in urgent need of promotion both to the speakers and non-speakers, as it can create language awareness. This also has implications for reversing or reducing the endangerment status of the languages. Accordingly, this paper aims to identify how advertising in indigenous Nigerian languages can be used to promote both the minor and major
Nigerian languages. The objectives of the study include identifying the need for advertising in the indigenous Nigerian languages and the challenges faced by advertisers using indigenous languages. The study employs historical and case study designs where reports on advertising in Indigenous languages were randomly examined. The findings show that although advertising using Indigenous languages has some challenges, which include the fact that some of the consumers may not understand the message, there is still the need to continue to advertise products in Indigenous languages.