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
lexico-semantic features selected television advertisements nigeria
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