An assessment of persuasive discourse techniques in Igbo advertising in Enugu
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- NGN 5000
Background of the Study
Persuasive discourse techniques in advertising have evolved into a critical area of study as they encapsulate the dynamic interplay between language and consumer behavior. In Enugu, Igbo advertising leverages indigenous linguistic and cultural nuances to engage audiences through tailored persuasive strategies. Advertisements in Igbo often incorporate rhetorical devices such as ethos, pathos, and logos, making them effective in resonating with local values and traditions (Okoro, 2023). Contemporary research suggests that these techniques are not only instrumental in influencing purchasing decisions but also serve as vehicles for cultural affirmation and identity construction (Chukwu, 2024). In Enugu, advertisers strategically employ narrative structures, repetition, and vivid imagery that align with the cultural contexts of the Igbo community. This practice enhances the credibility of the message and fosters a deeper connection with the audience. Moreover, the integration of persuasive discourse in advertising reflects broader trends in marketing where language serves both functional and symbolic roles. As globalization impacts local media practices, there is an increasing need to understand how traditional persuasive techniques are maintained or modified in modern advertising environments. This study examines the persuasive discourse techniques in Igbo advertising, highlighting the intersection of language, culture, and persuasion, and aiming to provide insights that could inform both academic inquiry and practical advertising strategies (Okoro, 2023; Chukwu, 2024).
Statement of the Problem
Despite the acknowledged role of persuasive discourse in shaping consumer behavior, there is limited empirical research focusing on its specific application in Igbo advertising in Enugu. The current literature offers general insights into persuasive techniques; however, few studies have systematically analyzed how these methods are adapted to the cultural and linguistic context of the Igbo community (Eze, 2024). This gap poses challenges for advertisers seeking to optimize their strategies while preserving cultural authenticity. Moreover, the rapid evolution of media platforms further complicates the understanding of traditional persuasive mechanisms in modern contexts. Consequently, this study aims to fill the gap by critically assessing the persuasive discourse techniques employed in Igbo advertising, thereby enhancing the understanding of how these techniques affect audience perception and engagement.
Objectives of the Study
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To identify the persuasive discourse techniques used in Igbo advertising.
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To analyze the cultural adaptation of these techniques in the Enugu context.
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To evaluate the impact of persuasive strategies on consumer engagement.
Research Questions
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What persuasive techniques are predominantly used in Igbo advertising?
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How are these techniques culturally contextualized in Enugu?
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What is the effect of these strategies on consumer behavior?
Significance of the Study
This study is significant as it elucidates the role of persuasive discourse in shaping consumer attitudes within the Igbo advertising sector. By documenting and analyzing culturally embedded persuasive strategies, the research contributes to marketing theory and practical advertising applications. The findings will benefit advertisers, cultural practitioners, and scholars interested in the nexus between language and consumer behavior. Furthermore, the study supports efforts to maintain cultural authenticity in a rapidly globalizing media landscape (Okoro, 2023; Chukwu, 2024).
Scope and Limitations of the Study
This study is limited to the analysis of persuasive discourse techniques in Igbo advertising as observed in Enugu and does not extend to other regions or languages.
Definitions of Terms
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Persuasive Discourse: The strategic use of language aimed at influencing opinions or behaviors.
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Advertising: The public promotion of products, services, or ideas through various media channels.
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Igbo Advertising: Advertisements that utilize the Igbo language and cultural references.
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