A Comparative Analysis of Semantic Fields in Nigerian English and Nigerian Pidgin: A Case Study of Advertisements
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Background of the study
Advertisements in Nigeria mirror the country’s linguistic diversity by employing distinct language varieties, notably Nigerian English and Nigerian Pidgin. These varieties develop unique semantic fields—clusters of related meanings and lexical choices—that frame marketing messages and influence consumer perception (Adebayo, 2023). Nigerian English, with its formal and standardized lexicon, often contrasts with the more flexible and expressive nature of Nigerian Pidgin. This study compares the semantic fields inherent in both language varieties as used in advertisements, aiming to uncover how each shapes consumer understanding and cultural representation. By analyzing both print and digital advertisements, the research investigates lexical choices, connotations, and cultural nuances. These semantic distinctions reveal how advertisers strategically tailor messages to resonate with different audience segments, reflecting broader socio-cultural dynamics (Chinonso, 2024; Folarin, 2025). The study contributes to a deeper understanding of how language influences branding and consumer behavior, thereby offering valuable insights for both marketing professionals and linguists.
Statement of the problem
There is a notable gap in comparative research on the semantic fields of Nigerian English and Nigerian Pidgin within advertising. The differences in lexical choices between these varieties are not well understood, which hinders effective communication and cultural representation in marketing strategies (Adebayo, 2023). This gap complicates efforts to optimize advertisements for diverse audiences and may lead to misinterpretation of intended messages. This study aims to address this issue by systematically comparing the semantic structures in advertisements, clarifying how each language variety shapes consumer perception and brand messaging (Chinonso, 2024). Understanding these differences is critical for developing more effective advertising strategies (Folarin, 2025).
Objectives of the study:
1. To compare the semantic fields of Nigerian English and Nigerian Pidgin in advertisements.
2. To assess the impact of lexical choices on consumer perception.
3. To recommend strategies for effective advertising communication.
Research questions:
1. What semantic differences exist between Nigerian English and Nigerian Pidgin in ads?
2. How do these differences affect consumer attitudes?
3. What strategies can optimize semantic effectiveness in advertising?
Significance of the study
This study is significant as it provides a comparative analysis of semantic fields in Nigerian advertisements, illuminating how language choices shape consumer behavior and cultural expression. The insights will benefit advertisers, linguists, and cultural analysts by informing strategies that align marketing messages with audience expectations (Folarin, 2025).
Scope and limitations of the study:
The study focuses exclusively on the semantic fields in Nigerian English and Nigerian Pidgin as used in advertisements. It does not extend to other media or language varieties.
Definitions of terms:
1. Semantic Fields: Groups of related words and meanings.
2. Nigerian English: A localized form of English influenced by Nigerian culture.
3. Nigerian Pidgin: An English-based creole widely used in Nigeria.
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