TABLE OF CONTENTS
Title Page
Abstract
Table of Contents
CHAPTER ONE: INTRODUCTION
1.1 Background of the Study
1.2 Statement of the Research Problem
1.3 Research Questions
1.4 Aim and Objectives
1.5 Justification for the Study
1.6 Scope of the Study
CHAPTER TWO: REVIEW OF RELATED LITERATURE
2.0 Preamble
2.1 Topical Review
2.1.1 Language and Communication
2.1.2 Language of Advertising
2.1.3 Informativeness
2.1.4 Conciseness
2.1.5 Pragmatics
2.2 Review of previous studies
2.3 Theoretical Framework
CHAPTER THREE: RESEARCH METHODOLOGY
3.0 Introduction
3.1 Sources of Data
3.2 Method of Data Collection
3.3 Sampling Procedure
3.4 Analytical Framework
3.5 Sample Analysis of the Data
CHAPTER FOUR: DATA PRESENTATION AND INTERPRETATION
4.0 Introduction
4.1 Presentation of Data and Analysis
4.2 General Discussion
4.2.1 Summary of Occurrence of Maxims
4.2.2 Summary of Occurrence of Informative/Non-Informative
Adverts
4.2.3 Summary of Occurrence of Concise/Non-Concise Adverts
4.3 Findings
4.4 Discussion of Findings
CHAPTER FIVE: SUMMARY, CONCLUSION AND SUGGESTION
5.0 Introduction
5.1 Summary of the Study
5.2 Conclusion
Bibliography
ABSTRACT
Language is the chief medium of communication used for all forms of social interaction, the most important of which is passing and receiving information and messages. Advertisement also a form of communication, relies on language to pass its message in order to attract consumers to what it is advertising. This study, which is a pragmatic analysis of the interface between informativeness and conciseness in the language of advertising of the print media, focuses on the informative content as well as the conciseness of the adverts. Information cues such as price, quality, nutrition, packaging availability etc are used to assess the informative content of the adverts. An advert that contains one or more of these cues, is regarded as informative. The study also adopts Grice‟s co-operative principle to analyse the invisible meaning contained in the advertising slogans. The presence of hidden meaning from which readers are left to make inferences generates implicatures which readers derive, in order to make meaning out of the adverts. Fifty (50) adverts were selected and analysed. The findings reveal that, most advertising slogans are not informative in themselves. Readers have to rely on the additional information given, to fully understand the advert. Also revealed is that, an advertisement that seeks to be informative is not concise, while too an advert that seeks to be concise is not informative.
CHAPTER ONE
INTRODUCTION
1.1 Background of the Study
The term „language‟ has a wide range of application. This has prompted several
definitions by linguists focusing on the different aspects of language, such as the general concept of language, the formal features of language; phonology, grammar and semantics. Some linguists emphasize on the functions performed by language, while others have applied language figuratively to all forms of human behaviour, such as the languages of music, medicine, computer and theatre. The language of advertising falls into this group.
Languages have developed and are constituted in their present forms in order to meet the needs of communication in all its ramifications. Sapir (1921), in Crystal (1972:396) defines language as “a purely human and non-instinctive method of communicating ideas, emotions and desires by means of voluntarily produced symbols”. Language interacts with every other aspect of human life in society, and it can be understood only if it is considered in relation to society. A language is both a working system of communication in the period and in the community wherein it is used.
Language is considered an important part of culture as it is acquired by man as a member of society, and human society is maintained only among people speaking and understanding a language in common use. This brings to light the fact that, language is much more than the external expression and communication of internal thoughts which are formulated independently of their verbalization. Language is......
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