The Effect of Phonetic Emphasis on Persuasion in Nigerian Advertising: A Case Study of Jingles
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Background of the study
Advertising in Nigeria frequently harnesses the power of phonetic emphasis to persuade consumers and enhance brand recall. This study investigates how phonetic emphasis—through stress, intonation, and vocal modulation—is employed in Nigerian advertising jingles. These auditory cues are critical for capturing attention and conveying emotions, thereby playing a pivotal role in influencing consumer behavior (Ibrahim, 2023). By analyzing a selection of popular advertising jingles, the study examines the specific phonetic features that contribute to persuasive messaging. The research considers how varying degrees of phonetic emphasis can evoke positive emotional responses and establish memorable brand identities. Moreover, the study explores the interplay between traditional vocal techniques and modern advertising strategies, highlighting how cultural nuances in pronunciation and intonation are adapted for commercial purposes (Akinyele, 2024). This investigation also situates phonetic emphasis within the broader context of auditory marketing, providing insights into its effectiveness as a tool for persuasion and its implications for advertising practices in Nigeria (Ogunleye, 2025).
Statement of the problem
While phonetic emphasis is recognized as a key persuasive element in advertising, its specific effects in the context of Nigerian jingles have not been thoroughly examined. Variations in stress and intonation may either enhance or undermine the intended persuasive message, yet empirical data on this phenomenon remains scarce (Ibrahim, 2023). This lack of detailed research creates challenges for advertisers seeking to optimize vocal delivery for maximum impact. Without a systematic understanding of how phonetic emphasis influences consumer perception, it is difficult to design jingles that effectively convey brand messages. This study aims to address this gap by exploring the role of phonetic emphasis in Nigerian advertising jingles, thus contributing to more effective persuasive communication (Akinyele, 2024).
Objectives of the study:
1. To identify key phonetic features used in Nigerian advertising jingles.
2. To assess the impact of phonetic emphasis on persuasive messaging.
3. To recommend strategies for enhancing the persuasive effectiveness of advertising jingles.
Research questions:
1. What phonetic elements are prominent in Nigerian advertising jingles?
2. How does phonetic emphasis affect consumer persuasion?
3. What improvements can be made to optimize vocal delivery in jingles?
Significance of the study
This study is significant as it provides insights into the role of phonetic emphasis in Nigerian advertising, highlighting its impact on consumer persuasion and brand identity. The findings will be valuable for advertisers and communication experts in refining auditory marketing strategies and developing more effective jingles (Ogunleye, 2025).
Scope and limitations of the study:
The study focuses exclusively on the role of phonetic emphasis in Nigerian advertising jingles. It does not cover other advertising formats or broader marketing strategies.
Definitions of terms:
1. Phonetic Emphasis: The use of stress, intonation, and modulation to highlight aspects of speech.
2. Advertising Jingles: Short, catchy tunes used in commercials to promote products or services.
3. Persuasion: The process of influencing attitudes or behaviors through communication.
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