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
- HASSAN USMAN KATSINA POLYTECHNIC (NCE), KATSINA, KATSINA STATE 4
- Hassan Usman Katsina Polytechnic, Katsina, Katsina State 5
- Heritage Polytechnic, Ikot Udota, Akwa Ibom State 46
- Hussaini Adamu Federal Polytechnic, Kazaure, Jigawa State 8
- Ibrahim Badamasi Babangida University, Lapai, Niger State 24
- Igbinedion University, Okada, Benin City, Edo State 2
- Ignatius Ajuru University of Education, Port Harcourt, Rivers State 8
- Imo State Polytechnic, Umuagwo, Owerri, Imo State 3
- Imo State University, Owerri, Imo State 45
- Institute of Management and Technology, Enugu, Enugu State 11