The Role of Indigenous Language Advertising in Promoting Local Handicrafts in Hadejia LGA, Jigawa State

The Role of Indigenous Language Advertising in Promoting Local Handicrafts in Hadejia LGA, Jigawa State

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Background of the Study
In Nigeria, indigenous languages play an essential role in communication, culture, and community cohesion. In Hadejia LGA, Jigawa State, local handicrafts such as weaving, pottery, and beadwork represent significant cultural and economic assets. However, the marketing and promotion of these handicrafts remain limited due to language barriers and lack of exposure. Advertising in indigenous languages can effectively bridge this gap, helping artisans connect with local and regional markets.
A research by Oyeniran and Mohammed (2023) suggests that advertising in indigenous languages enhances credibility and trust among local consumers. This study explores how advertising in indigenous languages influences the promotion and patronage of local handicrafts in Hadejia LGA.

1.2 Statement of the Problem
Despite the rich cultural heritage of Hadejia LGA, local handicrafts struggle to gain broader recognition and sales. The reliance on national languages like English for advertising has led to a disconnect between producers and their target audience, particularly in rural communities where indigenous languages are widely spoken.
Abdullahi and Usman (2023) argue that advertising in indigenous languages could significantly boost the demand for local handicrafts by making the message more relatable. However, there is limited research on the role of indigenous language advertising in promoting these products.

1.3 Objectives of the Study

1. To examine the role of indigenous language advertising in promoting local handicrafts in Hadejia LGA.

2. To assess the impact of indigenous language advertising on the sales and visibility of local handicrafts.

3. To explore the challenges and opportunities associated with advertising local handicrafts in indigenous languages.

1.4 Research Questions

1. How does advertising in indigenous languages promote local handicrafts in Hadejia LGA?

2. What impact does indigenous language advertising have on the sales and visibility of local handicrafts?

3. What challenges exist in using indigenous languages for advertising local handicrafts?

1.5 Research Hypotheses

1. Advertising in indigenous languages significantly promotes local handicrafts in Hadejia LGA.

2. Indigenous language advertising positively impacts the sales and visibility of local handicrafts.

3. Challenges exist in implementing indigenous language advertising for local handicrafts.

1.6 Significance of the Study
This study provides valuable insights into the role of language in marketing cultural products, helping artisans, marketers, and policymakers understand the potential benefits of using indigenous languages to promote local handicrafts.

1.7 Scope and Limitations of the Study
The study focuses on Hadejia LGA, Jigawa State, and examines the role of indigenous language advertising in promoting local handicrafts within the locality.

1.8 Operational Definition of Terms

1. Indigenous Language Advertising: The use of native or local languages in promotional materials to communicate with the target audience.

2. Local Handicrafts: Handmade products such as pottery, weaving, and beadwork that represent cultural heritage.

3. Patronage: The act of buying or supporting local products or services.

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