An Assessment of Semantic Transparency in Nigerian Advertisements: A Comparative Analysis of Urban vs. Rural Messaging
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Background of the study
Semantic transparency in advertising refers to the clarity with which a message conveys its intended meaning. In Nigeria, advertisements differ significantly between urban and rural settings due to variations in cultural context, language use, and consumer expectations. This study examines the semantic transparency of advertisements by comparing urban and rural messaging. Urban ads often incorporate modern idioms and trendy language, while rural ads tend to use more traditional and literal expressions (Chinonso, 2023). By analyzing print and digital advertisements, the research identifies how lexical choices, metaphors, and syntactic structures contribute to clarity or ambiguity in communication. The study also explores how audience demographics influence the effectiveness of these messages, with a focus on how semantic transparency affects consumer trust and decision-making. Insights from this analysis will inform advertisers on tailoring messages to diverse audiences and enhance the overall efficacy of advertising strategies (Ifeanyi, 2024; Ogun, 2025).
Statement of the problem
Despite the critical role of semantic transparency in effective advertising, there is limited comparative research on how urban and rural advertisements differ in Nigeria. Inadequate transparency may lead to consumer confusion and reduced advertising impact, yet the factors contributing to these differences remain underexplored (Chinonso, 2023).
Objectives of the study:
• To compare semantic transparency in urban and rural ads.
• To analyze the linguistic features influencing clarity.
• To recommend improvements for audience-targeted messaging.
Research questions:
• What differences exist in semantic transparency between urban and rural ads?
• How do lexical and syntactic features affect clarity?
• What strategies can enhance message transparency?
Significance of the study
This study is significant as it provides a comparative analysis of semantic transparency in Nigerian advertisements, offering insights to improve communication effectiveness across diverse regions (Ogun, 2025).
Scope and limitations of the study:
The study is limited to comparing semantic transparency in urban and rural advertisements in Nigeria and does not cover other media formats.
Definitions of terms:
1. Semantic Transparency: The clarity of meaning in language.
2. Advertisements: Promotional messages aimed at consumers.
3. Urban vs. Rural Messaging: Differences in communication styles based on geographic context.
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