A Study of the Lexico-Semantic Features of Selected Television Advertisements in Nigeria
Student: Aishat Oyindamola Oyeyinka (Thesis, 2025)
Department of English and Literary Studies
Ekiti State University, Ado-Ekiti, Ekiti State
Abstract
This study investigated the lexico-semantic features of television advertisements, analyzing how word choice and semantic structures influence consumer perception and behavior. Using Relevance Theory as theoretical framework, the research examined selected advertisements to uncover the strategic use of language in shaping messages and engaging audiences. Through an analysis of lexical choices, semantic fields, and rhetorical devices, the study revealed how advertisers employ descriptive terms, metaphors, and contextually relevant language to maximize cognitive impact and emotional resonance. The findings highlighted the role of lexis and semantics in crafting persuasive and memorable advertisements, contributing to a deeper understanding of how language functions in the advertising industry. This research underscored the importance of linguistic precision and cultural relevance in enhancing the effectiveness of television commercials.
Keywords
For the full publication, please contact the author directly at: oyeyinkaaishat@gmail.com
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Institutions
- Sokoto State University, Sokoto, Sokoto State 42
- St. Albert The Great Major Seminary, Abeokuta. (affl. To University of Benin) 1
- Sule Lamido University, Kafin Hausa, Jigawa State 4
- Tai Solarin University of Education, Ijagun, Ogun State 18
- Tansian University, Oba, Anambra State 1
- Taraba State University, Jalingo, Taraba State 32
- Temple-Gate Polytechnic, Osisioma, Abia State 1
- The Oke-Ogun Polytechnic, Saki, Oyo State 6
- The Polytechnic, Ibadan, Oyo State 13
- THOMAS ADEWUMI UNIVERSITY, OKO-IRESE, KWARA STATE 1