The effect of media influence on syntactic choices in Nigerian Pidgin used in advertising
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Background of the study
Media, particularly advertising, has a profound influence on language use by introducing new communicative strategies that aim to capture consumer attention. In Nigerian Pidgin, advertisers often manipulate syntactic structures to create catchy, memorable messages that resonate with diverse audiences. This study examines how media influence alters traditional syntactic choices in Nigerian Pidgin, focusing on sentence length, clause arrangement, and rhetorical devices used in commercials and print advertisements. Recent research suggests that the urgency and brevity required in advertising encourage innovations such as fragmentation and ellipsis, which diverge from more formal grammatical norms (Akin, 2023). Advertisers employ these syntactic variations to convey messages efficiently while evoking cultural familiarity and humor. By analyzing a corpus of Nigerian Pidgin advertisements, this study explores the interplay between media-driven language trends and syntactic evolution. It considers how the rapid dissemination of advertising content through digital platforms accelerates the adoption of these innovations, reshaping language usage among the urban population. The findings are expected to offer insights into the balance between creativity and clarity in commercial communication, and the broader implications for language standardization in informal registers (Obi, 2024).
Statement of the problem
There is a dearth of systematic research examining how media influence, particularly advertising, affects syntactic choices in Nigerian Pidgin. Preliminary findings indicate that the innovative syntactic forms adopted in advertising may conflict with traditional usage, creating potential challenges in language comprehension and standardization (Bello, 2023). This study seeks to document these influences and evaluate their impact on both commercial communication and everyday language practices.
Objectives of the study
- To identify syntactic modifications in Nigerian Pidgin advertising.
- To analyze the influence of media on these syntactic choices.
- To assess the implications for language standardization and comprehension.
Research questions
- What syntactic changes are prevalent in Nigerian Pidgin advertisements?
- How does media influence shape these syntactic choices?
- What impact do these changes have on language comprehension?
Significance of the study
This study is significant as it explores the nexus between media influence and language innovation in Nigerian Pidgin, providing insights for advertisers, linguists, and educators on maintaining effective communication while embracing linguistic creativity (Chidiebere, 2024).
Scope and limitations of the study
This study is limited to analyzing syntactic choices in Nigerian Pidgin within advertising contexts. It does not extend to other media forms or non-advertising content.
Definitions of terms
- Media Influence: The impact of broadcast and digital media on language use.
- Syntactic Choices: Decisions regarding sentence structure and grammatical forms.
- Nigerian Pidgin: A creole language widely used in informal communication in Nigeria.
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