An Assessment of Semantic Clarity in Nigerian Advertising: A Comparative Analysis of Television and Internet Campaigns
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Background of the Study
Semantic clarity in advertising is essential for effective communication and consumer engagement. In Nigeria, advertisers use both television and internet campaigns to reach diverse audiences. However, the two mediums present different challenges in conveying clear messages due to variations in visual and auditory elements, audience demographics, and technological limitations (Okoro, 2023). Television advertising benefits from high production values and established viewer habits, whereas internet campaigns leverage interactivity and rapid dissemination. This study investigates how semantic clarity is maintained or compromised in these two platforms by examining the linguistic choices, syntactic structures, and visual language elements that deliver coherent messages. Differences in audience expectations between television viewers and online consumers may lead to variations in language use and message interpretation (Ademola, 2024). A corpus of advertisements from both mediums will be analyzed to document the consistency of meaning, lexical selection, and contextual cues supporting understanding. By comparing these platforms, the study aims to reveal how semantic clarity influences consumer behavior and brand perception. The findings are expected to contribute to advertising theory by offering insights into optimizing message delivery and reducing misinterpretations in a rapidly evolving media landscape (Chinwe, 2025).
Statement of the Problem
Despite the widespread use of both television and internet advertising in Nigeria, research on how semantic clarity differs between these mediums is limited. Existing studies often focus on visual aesthetics or general communication strategies without addressing the specific linguistic elements that impact message clarity. This gap hinders advertisers’ ability to design campaigns that consistently convey their intended messages. Misinterpretations arising from ambiguous language or inconsistent messaging can lead to reduced consumer engagement and diminished brand trust. Therefore, it is critical to examine the semantic components of advertising messages to understand their function in varying contexts and to identify strategies for enhancing clarity in both television and online campaigns (Okoro, 2023; Ademola, 2024).
Objectives of the Study
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To analyze the linguistic features contributing to semantic clarity in Nigerian advertising.
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To compare semantic clarity between television and internet advertising campaigns.
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To provide recommendations for improving message clarity in advertising.
Research Questions
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What linguistic elements contribute to semantic clarity in Nigerian advertisements?
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How do television and internet campaigns differ in conveying clear messages?
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What strategies can enhance semantic clarity across both advertising mediums?
Significance of the Study
This study provides valuable insights into the role of semantic clarity in Nigerian advertising. By comparing television and internet campaigns, the research informs advertisers about effective communication strategies that enhance message clarity and consumer engagement. The findings will benefit marketing professionals, communication scholars, and media planners, ultimately contributing to more effective and coherent advertising practices in Nigeria (Okoro, 2023).
Scope and Limitations of the Study
The study is limited to analyzing semantic clarity in Nigerian advertising campaigns on television and the internet and does not extend to other forms of media.
Definitions of Terms
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Semantic Clarity: The degree to which an advertisement conveys a clear and unambiguous message.
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Television Campaigns: Advertising messages delivered through broadcast television.
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Internet Campaigns: Advertising strategies implemented via online platforms.
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