An investigation of persuasive rhetoric in Yoruba digital advertising in Lagos
- Project Research
- 1-5 Chapters
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- Table of Content: Available
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- NGN 5000
Background of the Study
Yoruba digital advertising in Lagos has emerged as a dynamic field where traditional cultural expressions meet modern marketing strategies. Persuasive rhetoric in this digital arena employs a blend of visual imagery, language, and cultural symbolism to capture consumer attention and influence behavior (Akinlade, 2023). Advertisers incorporate elements of Yoruba proverbs, metaphors, and idiomatic expressions to create emotionally resonant messages that reflect local values and traditions. Digital platforms enable rapid dissemination of these messages, further amplifying their impact. Recent studies highlight that persuasive rhetoric in digital advertising not only drives consumer engagement but also contributes to the preservation of cultural identity in a rapidly globalizing market (Ogunleye, 2024). By examining online advertisements, this study investigates how rhetorical strategies are crafted and deployed to persuade audiences, emphasizing the role of cultural elements in reinforcing consumer trust and loyalty. The analysis focuses on linguistic choices, narrative techniques, and visual elements, shedding light on the integration of traditional Yoruba rhetoric within contemporary digital marketing practices (Akinlade, 2023).
Statement of the Problem
Despite the critical role of persuasive rhetoric in digital advertising, there is limited research focused specifically on Yoruba digital advertising in Lagos. Existing literature often overlooks the integration of traditional rhetorical strategies with modern digital techniques (Ogunleye, 2024). This gap limits our understanding of how cultural elements are leveraged to influence consumer behavior online. Furthermore, the rapid evolution of digital platforms poses challenges for advertisers striving to maintain cultural authenticity while appealing to a diverse audience. The study seeks to address these issues by examining the rhetorical strategies in Yoruba digital advertising, assessing their effectiveness in persuading and engaging consumers.
Objectives of the Study
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To identify persuasive rhetorical strategies in Yoruba digital advertising.
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To analyze the integration of traditional cultural elements in digital rhetoric.
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To evaluate the impact of these strategies on consumer engagement.
Research Questions
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What rhetorical strategies are employed in Yoruba digital advertising?
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How are traditional cultural elements incorporated?
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What effect do these strategies have on consumer behavior?
Significance of the Study
This study is significant as it uncovers the intersection of traditional Yoruba rhetoric and digital advertising, providing insights that benefit marketers, cultural scholars, and advertisers. The findings will inform effective advertising practices that resonate with local audiences while preserving cultural heritage (Akinlade, 2023; Ogunleye, 2024).
Scope and Limitations of the Study
This study is limited to Yoruba digital advertising in Lagos and does not extend to offline media or other regions.
Definitions of Terms
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Persuasive Rhetoric: The use of language and imagery to influence opinions or actions.
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Digital Advertising: Online promotion of products or services.
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Yoruba Cultural Elements: Traditional symbols, expressions, and proverbs from Yoruba culture.
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