Benin Residents’ Perception of the Effectiveness of Pidgin English Advertisement on Buyers’ Choice of Product

Student: Janet Alikeju Enemaku (Project, 2025)
Department of Mass Communication
Auchi Polytechnic, Auchi, Edo State

Abstract

ABSTRACT This study examined Benin Residents’ Perception of the Effectiveness of Pidgin English Advertisement on Buyers’ Choice of Product. The objective of the study is to investigate the extent to which Benin residents are exposed to Pidgin English advertisements across various media platforms. The study was anchored on the preponderance theory. The survey research design was employed and data were collected through the use of questionnaire. Findings from the study revealed Benin Residents are extensively exposed to Pidgin English Advertisements across various media platforms, including television, radio, social media, billboards, and newspapers. Based on the findings of this study, it was recommended that the use of Pidgin in advertisement should be encourage since it is a good medium of communication in Nigeria and the population of the study prefers advertisements made in Pidgin English more than those made in Standard English.

Keywords
benin residents perception effectiveness pidgin english advertisement buyers choice product
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