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The Use of Figurative Expression in the Language of Advertisement

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The Use of Figurative Expression in the Language of Advertisement.

TABLE OF CONTENT

Title page – – – – – – – i
Certification – – – – – – – ii
Dedication – – – – – – – iii
Acknowledgement – – – – – – – iv
Table of Content – – – – – – – v

CHAPTER ONE
1.0 Introduction – – – – – – – 1
1.1 Statement of the Problems. – – – – 2
1.2 Research Questions – – – – – 2
1.3 Objectives to the Study – – – – – 3
1.4 Scope and Limitation of the Study – – – 3

CHAPTER TWO
2.0 Definition Of Hyperbole – – – – – 4
2.1 Approaches to Advertisement – – – – 5
2.2 Language of Advertisement – – – – 8

CHAPTER THREE
3.0 Introduction – – – – – – – 14
3.1 Sources of Data – – – – – – 14
3.2 Methods of Data Collection – – – – 14
3.3 Analytical Procedure – – – – – – 15

CHAPTER FOUR
3.0 Data Presentation and Analysis – – – 16
4.1 Characteristics of Hyperbole – – – – 16
4.2 Ambiguities in Meaning created by Hyperbole – 18
4.3 The Usage of Hyperbole Results to claims that are
obviously Doubtful. – – – – – – 20

CHAPTER FIVE
5.0 Summary – – – – – – – 25
5.1 Findings – – – – – – – 26
References – – – – – – – 28

INTRODUCTION  

Figurative expressions are forms of styles in which words are used to express more than they mean ordinarily so as to make the idea very emphatic and effective. On the other hand, hyperbole is one of the figurative expressions and it means the use of the deliberate expression for emphasis to achieve the heightened effect or to produce some effect.

In advertisements, hyperbole is mostly used to capture the interest of the public to patronize the product or the services been advertised. Language forms the fundamental function of communication as a social being.

Man uses it as a medium of communication to help him communicate with other people that live within and beyond our geographical locations. It is noted that our life takes us through sires of activities that demand immense use of language.

Figurative Expression in the language of advertisement is in the family of marketing management tools, which include product, price, promotion mix that also includes advertising sales promotion publicity, personal selling, and product packaging.

In this respect, the language of advertisement studies how the advertiser use language to persuade and convince their customers to introduce and buy their new product. It is through this technique of advertising that customers are helpless to defend themselves (Filici, 2005). 

STATEMENT OF THE PROBLEM  

This research work is embarked upon because on several occasions you see advertisement on the media. You discover that figurative expression is mostly used to capture or win the interest of the customers. 

BIBLIOGRAPHY

Adrain, A. (1990). Linguistics, an introduction to Language
and Communication: 3rd Edition, Massachusetts
Institute of Technology.
Chukwu, I. (2003). Basic Marketing. An Integrated
Approach, Enugu. Melfin Publications.
Felicia, N.M. (2005). Consumer Journal: Consumer
Awareness Organisation. Vol.1 Nigeria.
Kotler, P. (2003). Marketing Management, 11th Edition. New
Delhi. Prentice Hall.
Ndubuisi, J.I. (1998). English for Specific Purposes (1) Abuja
Wilbest Publishers.
Omajiofor, P. (2000). Approach to Effective Management of
Consumer Indifference. Business Time. Vol. 2, No. 10.
Roger, F. (1966). Essays on Style and Language: Alden
Press, Oxford.
Ronald, W. (1977). Introduction to Linguistics, 2nd Edition,
University of Toronto.

CSN Team.

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