An Appraisal of Pragmatic Strategies in Nigerian Advertising: A Study of Code-Switching Practices in Radio Ads
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Background of the study
Advertising in Nigeria is a culturally nuanced field where pragmatic strategies are key to persuasive communication. Radio ads, in particular, often employ code-switching—alternating between Nigerian English and indigenous languages—to target diverse audiences and enhance relatability (Nwankwo, 2023). This study appraises the pragmatic strategies embedded in Nigerian radio advertisements, focusing on the role of code-switching in conveying product benefits and cultural identity. By analyzing a corpus of radio ads, the research examines how advertisers negotiate between formal and informal language registers, using language alternation to create impact and foster trust. The study explores how such linguistic practices contribute to the overall persuasiveness of advertisements, affect listener engagement, and reflect broader societal trends in multilingual communication (Ogun, 2024; Adetola, 2025). Insights from this analysis are expected to inform advertising strategies and support the development of more effective, culturally resonant marketing campaigns.
Statement of the problem
While code-switching in Nigerian radio advertising is a common phenomenon, its pragmatic functions remain underexplored. The lack of systematic analysis on how language alternation influences listener perception and advertising effectiveness creates challenges for marketers and communication specialists (Nwankwo, 2023). Inadequate understanding of these strategies may result in ads that fail to resonate with target audiences. This study aims to address this gap by evaluating the role of pragmatic code-switching in radio ads, thereby providing a framework for enhancing advertising impact and cultural relevance (Ogun, 2024).
Objectives of the study:
1. To identify code-switching practices in Nigerian radio ads.
2. To analyze their pragmatic functions in marketing communication.
3. To recommend strategies for effective code-switching in advertising.
Research questions:
1. What code-switching patterns are used in radio ads?
2. How do these patterns affect audience perception?
3. What strategies can improve the effectiveness of code-switching in ads?
Significance of the study
This study is significant as it explores pragmatic strategies in Nigerian advertising through the lens of code-switching, providing insights for marketers and communication experts. The findings will contribute to the development of more culturally sensitive and effective advertising practices in Nigeria (Adetola, 2025).
Scope and limitations of the study:
The study focuses exclusively on code-switching practices in Nigerian radio advertisements. It does not extend to other media or advertising formats.
Definitions of terms:
1. Pragmatic Strategies: Techniques used to achieve effective communication.
2. Code-Switching: Alternating between two or more languages in speech.
3. Radio Ads: Audio advertisements broadcast on radio platforms.
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