An Evaluation of Pragmatic Effectiveness in Nigerian Commercial Jingles: A Study of Radio Advertising
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Background of the Study
Commercial jingles in Nigerian radio advertising are designed to capture audience attention and reinforce brand messages through catchy, concise language. This study evaluates the pragmatic effectiveness of these jingles by examining the use of persuasive language, humor, repetition, and cultural references that resonate with diverse audiences (Okoro, 2023). Jingles are crafted to evoke positive emotions and promote product recall, and their success depends largely on the seamless integration of pragmatic strategies. The research analyzes audio recordings of radio commercials, assessing how linguistic elements such as intonation, stress, and discourse markers contribute to persuasive impact. By comparing jingles from various brands and regions, the study seeks to identify common pragmatic features and measure their effectiveness in enhancing audience engagement (Adebayo, 2024). The findings aim to offer practical recommendations for advertisers and contribute to theoretical discussions on language use in marketing contexts (Chinwe, 2025).
Statement of the Problem
Although Nigerian commercial jingles are an integral part of radio advertising, there is limited empirical research on their pragmatic effectiveness. The creative use of language in jingles—while intended to capture attention—may sometimes lead to ambiguous or inconsistent messages that undermine brand objectives (Okoro, 2023). Inadequate analysis of how pragmatic devices operate in this context limits advertisers’ ability to refine their messaging strategies. Furthermore, the lack of standard metrics for evaluating the effectiveness of these pragmatic strategies hinders efforts to optimize jingle production (Adebayo, 2024). This study seeks to fill these gaps by systematically evaluating the pragmatic features of commercial jingles and assessing their impact on audience response (Chinwe, 2025).
Objectives of the Study:
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To identify key pragmatic devices used in radio jingles.
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To evaluate their effectiveness in enhancing brand communication.
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To propose recommendations for improving jingle design.
Research Questions:
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What pragmatic strategies are most effective in jingles?
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How do these strategies influence audience engagement?
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What improvements can be made to optimize persuasive communication?
Significance of the Study
This study is significant as it examines the pragmatic effectiveness of commercial jingles, providing insights into how language can be optimized for advertising success. The findings will assist advertisers, media practitioners, and scholars in understanding the role of pragmatics in persuasive messaging, leading to improved marketing strategies (Chinwe, 2025).
Scope and Limitations of the Study:
This study is limited to radio advertising jingles in Nigeria and does not consider other advertising media or digital platforms.
Definitions of Terms:
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Pragmatic Effectiveness: The success of language in achieving its communicative purpose.
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Commercial Jingles: Short, catchy tunes used in advertising to promote products.
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Radio Advertising: The use of radio broadcasts for marketing purposes.
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