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.
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For the full publication, please contact the author directly at: oyeyinkaaishat@gmail.com
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Institutions
- Landmark University, Omu-Aran, Kwara State 1
- Lead City University, Ibadan, Oyo State 1
- Lens Polytechnic, offa, Kwara State. 215
- Madonna University, Elele, Rivers State 20
- Madonna University, Okija, Anambra State 2
- Mcpherson University, Seriki Sotayo, Ogun State 1
- Michael and Cecilia Ibru University, Owhrode, Delta State 1
- Michael Okpara University of Agriculture, Umudike 43
- Michael Otedola Col of Primary Educ. Epe, Lagos (affl To University of Ibadan) 8
- Modibbo Adama University, Yola, Adamawa State 15