An Evaluation of Semantic Shifts in Nigerian Advertising: A Study of Brand Messaging in Lagos
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Background of the Study
In the competitive landscape of Nigerian advertising, semantic shifts play a critical role in brand messaging. Companies in Lagos, Nigeria’s commercial hub, increasingly adapt their language to resonate with diverse consumer bases. Semantic shifts—the evolution in the meaning of words and phrases—reflect changes in cultural trends, consumer behavior, and market dynamics (Okoro, 2023). This study examines how brand messaging in Lagos has evolved through semantic innovation in advertising campaigns. By analyzing advertisements across various media, the research documents the lexical and contextual changes that signal shifts in consumer engagement strategies. Advertisers often employ neologisms, metaphors, and culturally loaded expressions to differentiate their brands and appeal to modern audiences. Understanding these semantic shifts is essential for marketers, as it informs how language can influence perception and consumer loyalty. Moreover, the study contributes to broader discussions on language evolution in a rapidly changing digital and multicultural environment (Afolabi, 2024).
Statement of the Problem
Despite the significance of semantic innovation in advertising, there is limited empirical research on how semantic shifts are implemented in Nigerian brand messaging, particularly in Lagos. Existing studies tend to focus on visual branding, neglecting the linguistic changes that drive message reinterpretation. This gap hinders the development of effective advertising strategies that leverage language to build consumer trust and brand identity. A systematic analysis of semantic shifts is needed to understand their impact on audience engagement and to guide future advertising practices (Okoro, 2023; Afolabi, 2024).
Objectives of the Study
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To document semantic changes in Nigerian advertising messages.
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To analyze how these shifts affect brand messaging in Lagos.
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To recommend strategies for leveraging semantic innovation in advertising.
Research Questions
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What semantic shifts are evident in Lagos-based advertisements?
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How do these shifts influence consumer perceptions?
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What strategies can enhance the effectiveness of brand messaging?
Significance of the Study
This study provides insights into the dynamic role of semantics in advertising. The findings will benefit marketers, advertisers, and linguists by revealing how language evolution shapes brand messaging in competitive markets (Okoro, 2023).
Scope and Limitations of the Study
The study is limited to analyzing semantic shifts in Nigerian advertising in Lagos and does not extend to other regions.
Definitions of Terms
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Semantic Shifts: Changes in the meaning of words over time.
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Brand Messaging: The language used to convey a brand’s identity.
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Advertising: Promotional communication aimed at influencing consumer behavior.
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