International Journal of Applied Research
Vol. 4, Issue 10, Part F (2018)
The language of advertising: Analysis of lexical devices in MTN Ghana print advertisement
Gideon Kofi Akorli, Samuel Bruce Kpeglo and Veronica Serwaa Ofosu
The purpose of this study is to investigate the language of advertising and analyse lexical devices in MTN Ghana print advertisements. The study looked at the lexical devices the MTN Ghana copywriter uses in writing the advertisements and how these devices are manipulated to lure potential customers to sign onto the network. Qualitative case study design was employed for the study. Data for the study was all the MTN Ghana print advertisements running in the system from June, 2015 up to June, 2016. Fifty (50) advertisements were purposively selected and analysed. The work brings knowledge about the use of lexical devices in print advertising. The study found out that the lexical devices in the MTN Ghana print advertisements were: lexical levels- nouns, adjectives, verbs, and pronouns. It was also found out that the most frequently used lexical devices are nouns and verbs which are used to influence the target audience to sign onto the MTN Ghana network.
How to cite this article:
Gideon Kofi Akorli, Samuel Bruce Kpeglo and Veronica Serwaa Ofosu. The language of advertising: Analysis of lexical devices in MTN Ghana print advertisement. International Journal of Applied Research. 2018; 4(10): 396-405.