Published May 29, 2015 | Version v1
Journal article Open

The Use of Nigerian Pidgin English in Print Advertising: Deviation from Standard Orthography and Effectiveness

Creators

  • 1. Department of Theratre and Media Studies, University of Calabar, PMB 1115, CRS, Calabar, Nigeria

Description

This paper presents the content analysis of randomly selected print advertising copies partially written in Nigerian Pidgin English (NPE), and used for the promotion of services and products made in Nigeria. It is equally based on a focus group discussion with 15 literate and semi literate users (readers) of these copies. It attempts to show how the writing of advertising copy is complex due to the prevalence of different and personalized spelling systems in the representation of NPE words. It illustrates how most Nigerian advertising copywriters artfully deviate from the standard orthography developed by the Naija Languej Akademi (NLA) in preference to relatively individualized/personalized orthographies. The paper equally shows how effective the use of NPE may be in catching the attention of readers. It argues that while the use of pidgin may be relatively unnoticed in cases where its use is not dominant in the body of the advertising copy, the language has the potential of triggering the curiosity and interest of the consumer to know more about the product. It equally has the potential of creating fun, and increasing the entertaining qualities of the print advert. All these characteristics may motivate consumers to go for the product or service on promotion.

Files

The_Use_of_Nigerian_Pidgin_English_Print_Advertising_Deviation_from_Standard_Orthography_and_Effectiveness.pdf

Files (268.8 kB)

Additional details

References

  • [1] Mokwenye, Cyril. “The Language Question in Nigeria: Still Searching for an Answer”. CAJOLIS: Calabar Journal of Liberal Sciences, 10(1), 2007, pp. 112-128.
  • [2] Balogun, Timotope A. “In Defense of Nigerian Pidgin”. Journal of Language and Culture, 4(5), 2013, pp. 90-98.
  • [3] Dada, A. S. “Language Use and Communication Artifacts in GSM Adverts in Nigeria”. Linguistics, 43(3), 2012, pp. 9-23.
  • [4] Oluwole, A. “A Sociolinguistic Analysis of Advertising Language in Selected Nigerian Mass Media Commercials”. Research on Humanities and Social Sciences, 2(8), 2012, pp. 26-34.
  • [5] Ativie, A. C. “Cultural Influence as Inputs of Development of Naija Language”. Proceedings of the Conference on Nigerian Pidgin, University of Ibadan, Nigeria, 8-9 July 2009.
  • [6] Jibril, M. “The Elaboration of the Functions of Nigerian Pidgin” in A.U. Iwara (ed) New Approaches to Literary and Linguistic Analysis. Aba: NINLA, 1997.
  • [7] Ugot, Mercy. “English Language and the Mother Tongue Interference: The Nigerian Perspective”. WAACLALS: West African Association for Literature and Language Studies, 3(2), 2010, pp. 21-36.
  • [8] Ugot, Mercy. “Lexical Innovations in Contemporary Nigerian Popular Music”. ONIONG: Contemporary Journal of Inter-Disciplinary Studies, 1(1), 2009, pp. 225-238.
  • [9] Okon, B.A. “Language Choice and the Use of Pidgin Among Educated Multilinguals”. In A.U. Iwara (ed) New Approaches to Literary and Linguistic Analysis, Aba: NINLAN, 1997.
  • [10] Ugot, M. “The Sociolinguistic Problems of English in Nigeria”. WAACLALS: West African Association for Literature and Language Studies, 2(1), 2005, pp. 21-36.
  • [11] Esizimetor, Oshorenoya D. “Historical Development of Naija” Proceedings of the Conference on Nigerian Pidgin, University of Ibadan, Nigeria, 8-9 July, 2009.
  • [12] Okanlawon, B.O. and Oluga, O. “An Examination of Language Use in Contemporary Nigerian Advertisement Copy Message”. Pakistan Journal of Social Sciences 4(2), 2007, pp. 159-165.
  • [13] Holland, J. L. & Gentry, J. W. “The Impact of Cultural Symbols on Advertising Effectiveness: A Theory of Intercultural Accommodation”. Advances in Consumer Research, 24, 1997, pp. 483-489.
  • [14] Bulawka, H. M. “English in Polish Advertising”. M.A. Thesis, Birmingham: University of Birmingham, 2012.
  • [15] Jefkins, F. Introduction to Marketing Advertising and Public Relations. London: Macmillan, 1999, pp. 131-135.
  • [16] Endong, Floribert Patrick C. “Errors in the Translation of Advertising/Marketing Messages by Nigerian Manufacturers: Effects on the Image of the Nigerian Product”. CAJOLIS: Calabar Journal of Liberal Studies, 17(1), 2013, pp. 49-62
  • [17] Etuk, J. A. The Language of Advertising (Traditional Buying and Selling) in Ibibio and Popular Nigerian English. African Journal of Culture, Philosophy and Society, 3(1), 2013, pp. 62-95.
  • [18] Finch, G. Linguistic Terms and Concepts. New York, 2000.
  • [19] Akande, A. T. & Salami, L.O. Use and Attitudes Towards Nigerian Pidgin English : An Introduction. Ile-Ife: Obafemi Awolowo University Press, 2010.
  • [20] Okonkwo, R. Nigerian Pidging Language Primer. Port Hacourt. Mercy Christian Ministry International (MCMI). Available [online] http://www.mercy-christian-ministry.org/Nigerian-pidgin-language-alphabet.html).Acessed on 23 September 2014.
  • [21] Sunday, F.K. Broken English, Pidgin English and Nigerian English. Available [online],http://www.nigeriavillagesquare.com/articles/farooq-a-kperorgi/broken- english-and-nigerianenglish.html. Accessed on 23 September 2014.
  • [22] Ibukun Yinka, “Nigeria Harnesses Pidgin English Power. [online] Available at http://www.reuters/Nigeria_harnesses_pidgin_english_power_yinka_Ibukun.com Accessed on the 23, September 2014.
  • [23] Egbokhare, F. “The Nigerian Linguistic Ecology and the Changing Profiles of Nigerian Pidgin” in Igboanusi, H. (ed) Language Attitude and Language Conflict in West Africa, Ibadan: Enicrown Publishers, 2001.
  • [24] Emenanjo, E. N. “How many Languages are there in Nigeria?” in Ozo-Mekuri Ndimele (ed) Four Decades in the Study of Languages. Issues on the Definition and Identification of Language. Agbor: Central Books Ltd, 2003.
  • [25] Egudu, R. N. “The Irreplaceable Tongue: Its Fate in Nigeria”. Keynote Address Delivered at the 9th Biannual Conference of Modern Languages Association of Nigeria (MLAN) held at the Benin, Benin City, 10th – 13th February, 1999.
  • [26] Achoimre, F. Bilingualism on Food Packaging- Researching the Potential. Dublin: The Food Product Development Centre, 2014.