The study was carried out to find out the influence of indigenous language on advertising campaign using MTN and GLO telecommunication firms as a case study. In carrying out this study, survey research method coupled with questionnaire as the measuring instrument was used. From the findings, it is established that language is one of the powerful tools in conveying advert messages to the targeted audience. Also, advertising in indigenous language has great impact on the targeted public rather than advert in another language because people tend to understand their native language better and that is both the MTN and GLO used indigenous language in advert campaign regularly. They advertised in indigenous language to enhance understanding, to direct advert message to a particular native, and to let the people feel very important, as a result of this, indigenous language catches people’s attention in advertisement than in English language and pidgin language as it has persuading force on customers. It is recommended that to improve and enhance the use of language particularly indigenous language on the practice of advertising campaign only registered word and expressions should be used while less proverbs and idiomatic expression should be adopted in order to make the message understandable especially as this generation are not familiar with big idiomatic expression, proverb
TABLE OF CONTENT
Table of content
1.1 Background of the study
1.2 Statement of problem
1.3 Objective of the study
1.4 Research Hypotheses
1.5 Significance of the study
1.6 Scope and limitation of the study
1.7 Definition of terms
1.8 Organization of the study
2.0 LITERATURE REVIEW
3.0 Research methodology
3.1 sources of data collection
3.3 Population of the study
3.4 Sampling and sampling distribution
3.5 Validation of research instrument
3.6 Method of data analysis
DATA PRESENTATION AND ANALYSIS AND INTERPRETATION
4.2 Data analysis
- Background of the study
Advertising is drawing attention to goods and services for the purpose of attracting patronage. The basic aim of the advertiser is to sell. Its effectiveness is therefore, measured in terms of the volume of sales it is able to attract. To be effective, advertising is expected to be able to attract attention, arouse interest, create a desire and motivate action. When this is the case, the advertisement is said to be persuasive or effective. Advertising persuasion is hinged on many factors, central to which is language. Language serves as the vehicle for communication, thought and creativity. It is generally believed that, for communication to be effective, it must be located in local arts and culture. Language is actually central to these. Olagoke (1975) says ” of all the elements that characterize a social group and distinguish it from other groups, whether in arts, music, dance,
attitude and beliefs, festival, behaviour etc; the most central is language’. What this means is that indigenous language is an imperative if a truly effective communication is to occur. Advertising permeates our daily lives. It has become so ubiquitous that it is generally believed that no product can survive without it. But many ofthese advertisements are created in a foreign language English that may make them culturally alienating. Consequently, the value and essence ofthe message may be lost on the majority of the target market. This paper, therefore, looks at how this problem could be surmounted, looking at the suitability and applicability of indigenous language as an alternative option to this marketing motive. It aiso looks at how the Nigerian business community could benefit from this exposure. The Problem: Advertisers spend a great deal of time to make advertisements memorable and effective. They also try to discover the best way to advertise a given product to a given market. Advertisements on themselves are said to mirror society. That is, they discover exactly what the society wants and presents this to it. What this means, is that advertisements are not generated in isolation. They are an attempt to reflect the society an interfuse of its (society’s) culture and arts. Advertisements are deliberate and consciously articulated messages. The purpose of creating advertisements is to persuade and convert potential consumers. The creator of advertisement assumes that the target audience will understand the ad’s message. This according to Dyer (1982: 13)is because both communicator and receiver share a common culture or frame of reference. With this assumption, the advertiser expects the target audience to react in a predetermined way to his message. When this happens, it is believed that the advertising campaign has achieved some level of effectiveness. But since the advertiser employs language, images, ideas and values drawn from the culture, and assembles messages which are fed back into the culture, how effective would such messages be, if they are encapsulated in a foreign language? Indigenous languages are those languages spoken by the natives of the language. Indigenous language possesses all the qualities of a natural language and performs all the functions of a language. According to Owens (391), A language is a complex and dynamic system of conventional symbols that is used in various modes for thought and communication. Language evolves within specific historical, social, and cultural contexts. Language, as a rule governed behaviour, is described by at least five parameters- phonologic, morphologic, syntactic, and pragmatic. Language learning and use are determined by the intervention of biological, cognitive, psychosocial and environment factors. Effective use of language for communication requires a broad understanding of human interaction including such associated factors as nonverbal cues, motivation, and socio-cultural roles.
- STATEMENT OF THE PROBLEM
According to Okoro (93), the term advertising “originated from the Latin word ‘ad vertere’ which means, ‘to turn the mind towards’·” Quoting Bovee and Arens (1982), “Advertising is the non-personal communication of information usually paid for and usually identified with a sponsor through various media. The Problem: Advertisers spend a great deal of time to make advertisements memorable and effective. They also try to discover the best way to advertise a given product to a given market. Advertisements on themselves are said to mirror society. That is, they discover exactly what the society wants and presents this to it. What this means, is that advertisements are not generated in isolation. It is in view of the above that necessitated the study influence of indigenous language on advertising campaign.
- OBJECTIVE OF THE STUDY
The main objective of the study is to ascertain the influence of indigenous language on advertising campaign; but at the completion of the study, the researcher intends to achieve the following specific objective;
- To examine the influence of indigenous language on advertising campaign in Nigeria
- To examine if there is any relationship between indigenous language and advertising campaign
- To ascertain the effect of indigenous language on advertising campaign in Nigeria.
- RESEARCH HYPOTHESES
The following research hypotheses were formulated by the researcher to aid the completion of the study;
H0: there is no significant relationship between indigenous language and advertising campaign
H1: there is a significant relationship between indigenous language and advertising campaign
H0: indigenous language does not have any significant influence on advertising campaign in Nigeria
H2: indigenous language does have a significant influence on advertising campaign in Nigeria
- SIGNIFICANCE OF THE STUDY
It is believe that at the completion of the study, the findings will be of great of importance to the management of business entity as the study seek to explore the influence of inculcating indigenous languages into advertising campaign of the organization, the study will also be of importance to researchers who intend to embark on a study in a similar topic as the study will serve as a reference point for further research. The study will also be of great importance to students, teachers, academia’s, lecturers and the general public as the study will contribute to the pool of existing literature and also add to knowledge on the subject matter.
- SCOPE AND LIMITATION OF THE STUDY
The scope of the study covers the influence of indigenous language on advertising campaign with emphasis on MTN and GLO, but in the cause of the study, there are some factors that limited the scope of the study;
- a) AVAILABILITY OF RESEARCH MATERIAL: The research material available to the researcher is insufficient, thereby limiting the study
- b) TIME: The time frame allocated to the study does not enhance wider coverage as the researcher has to combine other academic activities and examinations with the study.
- c) Organizational privacy: Limited Access to the selected auditing firm makes it difficult to get all the necessary and required information concerning the activities.
1.7 OPERATIONAL DEFINITION OF TERMS
Advertising is a marketing communication that employs an openly sponsored, non-personal message to promote or sell a product, service or idea. Sponsors of advertising are typically businesses wishing to promote their products or services
An indigenous language or autochthonous language is a language that is native to a region and spoken by indigenous people. This language would be from a linguistically distinct community that has been settled in the area for many generations
An advertising campaign is a series of advertisement messages that share a single idea and theme which make up an integrated marketing communication.
1.8 ORGANIZATION OF THE STUDY
This research work is organized in five chapters, for easy understanding, as follows
Chapter one is concern with the introduction, which consist of the (overview, of the study), historical background, statement of problem, objectives of the study, research hypotheses, significance of the study, scope and limitation of the study, definition of terms and historical background of the study. Chapter two highlights the theoretical framework on which the study is based, thus the review of related literature. Chapter three deals on the research design and methodology adopted in the study. Chapter four concentrate on the data collection and analysis and presentation of finding. Chapter five gives summary, conclusion, and recommendations made of the study